by Karen Dodd
In last week's article, I asked you to imagine waking up tomorrow morning to find that you have 3 new clients who are waving their hands and saying, "I'm ready to buy -- now!" They have self-selected, they are pre-qualified and are fully prepared to pay your fee or buy your product. You have attracted them, using a marketing system that works like a well-oiled machine and they have specifically sought you out because you are known as an expert in your niche.
What would this well-oiled "marketing system" look like, you ask. While it's impossible to go into a step-by-step discussion in this article, this would be a great time to probe a little deeper into the why, the how and the where of your marketing machine.
Let's start with why would you want to market. To attract clients and make more money would be the obvious answer, but I think that to market authentically, it goes deeper than that.
Just as each of us has God-given talents that define who we are and what our life purpose is, I believe we are obligated to share those talents with others. The only way of letting people know what we offer, is to market. Please do not confuse marketing with advertising. I know a lot of entrepreneurs -- the majority, actually-- who do all of their business through marketing, with no formal advertising whatsoever. I'm not saying you shouldn't advertise; I just want you to make that distinction, before we move on.
In the marketing world there are two basic types of marketing. One is called "push-through" marketing and the other is "pull through" marketing. An example of push-through marketing is just about everything you see on television that plugs a product or service. This method relies very heavily -- if not exclusively -- on advertising. Advertising can be expensive and unless you know what you're doing, it often does not provide the return on investment that a small business owner needs. It definitely doesn't work overnight.
Pull-through marketing on the other hand, is really what it sounds like. Due to your personality, your compelling marketing methods and your visibility, it's like extending a hand to a prospect who literally is looking for the lifeline you offer them. Through your marketing efforts, they see YOU as the way to avoid pain (less cost, less stress) or to achieve gain (time freedom, more income, more expertise).
In order to use pull-through marketing effectively, it's critical that you do 4 things:
1. Get 100%, undeniably, irrefutably, crystal clear on who your target market is.
The biggest mistake I see entrepreneurs make is they are afraid to narrow their niche, especially when they're first starting out. It's natural to want to be all things to all people because you're trying to get your business up and running and in the black as soon as possible, right? Wrong. This is one of those times when you want to "slow down to speed up." Take the time necessary to figure out exactly who your market is -- and in turn it will make the next steps a lot easier.
Mentoring challenge: Write a profile of your ideal client or customer. Give him or her a name, their age, where they live, their lifestyle, married, single....you get the idea. You're not always going to be able attract the absolute ideal client all the time, but aim high -- it will give you much more clarity with which to craft your marketing message. Later, when you get so busy you have to turn away business (yes, it will happen!) you will be much better able to prioritize which clients to work with.
2. Get really clear on what your ideal client's biggest problems are.
Again, clarity is critical because if you can't tell someone in 30 - 60 seconds why you and your product or service are the absolute best option to solve their problem, your lack of clarity will consciously or unconsciously affect their decision-making. What I often see happening in this area, is that you tell the prospect about your process rather than the desired outcome they can expect when they work with you.
Mentoring challenge: Write out your "60-second commercial" and practice it with a friend -- or ideally a mastermind buddy -- who will give you honest feedback.
Avoid using labels to describe what you do. Instead of telling someone you're an accountant, tell them what you can do for them that will make their life easier. Be crystal clear about what you offer and not only what's in it for them -- but why you are clearly the best person to serve their needs. If you are not sure what they need or why you're the one, you need to drill down until you are.
3. Mirror their motivators in your written, verbal and online marketing.
When you know who your ideal client is and what their typical biggest problems are, you are in an ideal position to mirror that back to them at every opportunity. This is not being manipulative; it is being helpful. Your prospects don't need more friends; they need the right person to solve their problems. Be sure to use the solutions you provide in your tag line, on your business cards, on your website...everywhere. When you know what motivates your ideal client you have real, usable and powerful information in the palm of your hands. Use it!
Mentoring challenge: Write down all the problems that your ideal prospect brings to you. Reflect back on real issues that have come up, and then write out exactly -- using their language -- what you would mirror back in your solution. Make sure that your marketing materials have all the components of what prospects will get by working with you, what makes you unique in what you do and weave in some examples of other clients you've worked with, that addressed this same problem.
4. What to do if you're not yet an "expert" in your field.
As an entrepreneur, do not discount the advantage of having a Ph.D in results. Yes, it would be nice if you had written a book or been interviewed on TV, radio and in newspapers -- but we all have to start somewhere. If you have chosen a particular niche, it is often because you had that particular problem and there was no one at that time, to help you with it. When you share your compelling story in your online or offline marketing, it very often draws them to you (pull-through marketing) and your solutions. On your website or in your brochure, ask questions like, "Do you find yourself struggling with...?" or "Are you frustrated by...?"
On a personal note, I have had clients work with me solely because when I related my story, it hit them so hard in their own heart, that they instantly were attracted to me and they knew I could help them. Never underestimate the power of an emotional connection with someone. As small business owners or independent associates, that's one of the edges we have over huge corporations.
Mentoring challenge:
ASK, ASK, ASK rather than tell, tell, tell! As I'm talking about marketing versus sales here, I mean this rhetorically. If you're not sure what I mean, go to my homepage at www.karendodd.com and see what the first thing is that jumps out at you?
Finally, it's virtually impossible to change and improve your marketing machine without help (otherwise you'd be doing it, right?) We all need the help of mentors or role-models. It's a cliche, but we don't know what we don't know.
Now you know Why you want to market and a little bit of the How, you need to implement the What. Find a marketing mentor or coach who fits your personality, and who can teach you their specific, step-by-step marketing system. You want to choose a coach you feel comfortable with, but remember -- you want someone who is going to challenge you, much like playing tennis with someone who is "better" than you. You can't continue doing the same thing and expect different results.
I know for sure -- that this hot and muggy morning, I definitely would have quit my Pilates routine had my personal trainer not been there to challenge and encourage me! Likewise, if someone isn't there to coach and guide you to better performance in your business, the more things will remain the same.
[Editor's note: Karen is available to work with you one-on-one, to help you identify your market niche and automate your marketing strategy, so you can work less and enjoy more income. Please email her at Karen@KarenDodd.com for more information.]
©2009 Karen Dodd International
WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEBSITE? No problem! But here's what you MUST include:
Working with everyone from Moms to Millionaires, Karen Dodd helps you connect with your unique gifts and talents, ignite your passion, and take inspired action so you can Focus On The Dream(TM). To learn how you can start or move your business to a level that you've only dreamed of, register now for Karen's free articles at: www.Karendodd.com.
Thursday, July 30, 2009
Thursday, July 23, 2009
5 Ways To Shift The Way You Work
by Karen Dodd
Imagine waking up tomorrow morning to find that you have 3 new clients who are waving their hands and saying, "I'm ready to buy -- now!" They have self-selected, they are pre-qualified and are fully prepared to pay your fee or buy your product. You have attracted them, using a marketing system that works like a well-oiled machine and they have specifically sought you out because you are known as an expert in your niche.
On the personal side, you take a vacation at least once a quarter, you only work 4 days a week (so you make your own long weekends) and although you're working less, you're making more than you were when you were working seven-plus days a week.
Sound too good to be true? Sadly, this scenario is foreign to most entrepreneurs because they lack the clarity and focus to make it a reality. Those who do accomplish the time-freedom part, often do so at the expense of a better income. In other words, they just adjust their income needs down, in order to work less.
What would it take for you to have it all: the ever-increasing income, the free time to spend with those you love, and all the clients you need, whenever you need them?
The answer is that everything in life and business is about Marketing.When you are trying to find your soul-mate in life (or just a great date:>), it's all about marketing yourself. Likewise, when you're trying to find your dream job. Or you go to the bank with your business plan, to apply for financing. When your eighteen-year-old starts applying to colleges, she's marketing herself. You get the gist, right?
However...before marketing, comes Mindset.
Marketing is simply a step-by-step process, using certain proven principles -- which done consistently over time, produce desired results. It can be boring or it can be fun (I only do fun), but it is just a blueprint for accomplishing your business goals.
Mindset is the foundation on which those marketing principles are built. It is what defines your direction or sets your compass, for everything you do in life. How you do anything is how you do everything.
Here are 5 Master Keys to shifting the way you work, that will shape your mindset -- and thus lead to fun and productive marketing.
1. Think about how you are showing up in your business.
If you work from home, ask yourself: "Would I do the laundry, cook, watch TV or shop online if I worked in a corporation? Eliminate all your time-wasters -- all of them. Look at where you might be over-committed. Are you a chronic volunteer? I'm all for giving and contributing but are you giving time to needy causes when your business is needy? Are you volunteering in order to be filled up or to gain recognition, that you could be getting internally, from success in your business?Clear the decks and make room, time-wise, for only what you need to focus on at any given moment. Before every task, ask yourself, "Is what I am about to do, taking me closer to my goal?
2. Master the art of FOCUS and learn to work in the flow.
Structure provides freedom. I know that sounds like an oxymoron, but all successful people have designed systems for themselves, in order to achieve great things without becoming totally overwhelmed. By structuring your day and your week, you're training your mind to accomplish tasks faster, in shorter periods of time. Create consistent days or portions of days for things like marketing, business development, and client appointments. Working in the flow means that you work on one thing and one thing only, either until it's completed or the time you've allotted is up. Then you move on to the next thing.
Cluster all your appointments, product creation, or errands -- and do that one task all at once, rather than breaking up your day. Remember, every time you are distracted or lose focus, you delay the outcome that you desire. Have your mantra in front of you at all times: "Focus ONLY on (insert your project) Until Completion." Mine is taped to the top of my computer screen where I see it every second of every day.
3. Set new boundaries for yourself and others.
What would happen if you didn't check your emails until after 11am and not again until 4pm? Would any small children die or would your business self-destruct? What if you only returned or made phone calls between the hours of 2 and 4pm? Without you becoming rigid and autocratic, people will soon figure out that you are not available at their whim -- and will admire you for being focused. Once I finally broke down and set boundaries, several close friends and my spouse commented that I was more relaxed and fully present when I spent time with them.
4. Be mindful that money likes speed.
It's always about acting with speed and focusing on one thing only. As all procrastinators know, the longer you have to accomplish something, the longer you will take -- plus a day! So, start setting ridiculously short deadlines for yourself. Case in point: I am doing a live event in the Fall, that I moved up by one month. You can bet that I am totally focused on promoting, writing the content, delegating and hiring everything to do with that project. It consumes the allotted time every day, that I have set aside to make it happen.You obviously have to consider your temperament and ability to handle pressure -- you don't want to put yourself under such incredible stress that you become paralyzed or burn out. However, by using systems, structure, and getting help -- you can build a safe cocoon in which to get things done in record time.
5. Eliminate multi-tasking.
I know, I know....I can hear you gasp, what -- as women, we are wired to multi-task! That may be true with routine tasks that are familiar to you, like listening to your iPod while running. But, new research shows that multi-tasking and task-switching takes a tremendous amount of energy and actually causes our brain to come to a temporary halt. This is particularly true of higher brain functions that involve communication and learning. Examples would be answering an email while talking to a client on the phone, or reading an article while listening to a teleseminar. In these instances our brains prefer to concentrate on one task at a time and doesn't work well flitting from one focus to another. I tend to remember ridiculous analogies, so try to think of the last time you saw a winning jockey ride two horses across the finish line. It will never happen!
Here's this week's mentoring tip:
Take 10 minutes and write down:
all the time-wasters that you typically do in a day. Commit to getting rid of them today
get out your day planner or Outlook and map out consistent times every day to market -- and every week for business/product development, when you work with clients, etc.
what new boundaries you are going to set for yourself and others (that includes spouse, kids, friends, staff and clients) that will eliminate distractions or break your flow
create tools to help systematize your business (consider things like mind-mapping, project tracking sheets, etc.)
[Editor's note: as always, Karen loves to hear your feedback or answer any questions for you. Please email her at Karen@KarenDodd.com and you can definitely expect a response]
©2009 Karen Dodd International
WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEBSITE? No problem! But here's what you MUST include:
Working with everyone from Moms to Millionaires, Karen Dodd helps you connect with your unique gifts and talents, ignite your passion, and take inspired action so you can Focus On The Dream(TM). To learn how you can start or move your business to a level that you've only dreamed of, register now for Karen's free articles at: www.Karendodd.com.
Imagine waking up tomorrow morning to find that you have 3 new clients who are waving their hands and saying, "I'm ready to buy -- now!" They have self-selected, they are pre-qualified and are fully prepared to pay your fee or buy your product. You have attracted them, using a marketing system that works like a well-oiled machine and they have specifically sought you out because you are known as an expert in your niche.
On the personal side, you take a vacation at least once a quarter, you only work 4 days a week (so you make your own long weekends) and although you're working less, you're making more than you were when you were working seven-plus days a week.
Sound too good to be true? Sadly, this scenario is foreign to most entrepreneurs because they lack the clarity and focus to make it a reality. Those who do accomplish the time-freedom part, often do so at the expense of a better income. In other words, they just adjust their income needs down, in order to work less.
What would it take for you to have it all: the ever-increasing income, the free time to spend with those you love, and all the clients you need, whenever you need them?
The answer is that everything in life and business is about Marketing.When you are trying to find your soul-mate in life (or just a great date:>), it's all about marketing yourself. Likewise, when you're trying to find your dream job. Or you go to the bank with your business plan, to apply for financing. When your eighteen-year-old starts applying to colleges, she's marketing herself. You get the gist, right?
However...before marketing, comes Mindset.
Marketing is simply a step-by-step process, using certain proven principles -- which done consistently over time, produce desired results. It can be boring or it can be fun (I only do fun), but it is just a blueprint for accomplishing your business goals.
Mindset is the foundation on which those marketing principles are built. It is what defines your direction or sets your compass, for everything you do in life. How you do anything is how you do everything.
Here are 5 Master Keys to shifting the way you work, that will shape your mindset -- and thus lead to fun and productive marketing.
1. Think about how you are showing up in your business.
If you work from home, ask yourself: "Would I do the laundry, cook, watch TV or shop online if I worked in a corporation? Eliminate all your time-wasters -- all of them. Look at where you might be over-committed. Are you a chronic volunteer? I'm all for giving and contributing but are you giving time to needy causes when your business is needy? Are you volunteering in order to be filled up or to gain recognition, that you could be getting internally, from success in your business?Clear the decks and make room, time-wise, for only what you need to focus on at any given moment. Before every task, ask yourself, "Is what I am about to do, taking me closer to my goal?
2. Master the art of FOCUS and learn to work in the flow.
Structure provides freedom. I know that sounds like an oxymoron, but all successful people have designed systems for themselves, in order to achieve great things without becoming totally overwhelmed. By structuring your day and your week, you're training your mind to accomplish tasks faster, in shorter periods of time. Create consistent days or portions of days for things like marketing, business development, and client appointments. Working in the flow means that you work on one thing and one thing only, either until it's completed or the time you've allotted is up. Then you move on to the next thing.
Cluster all your appointments, product creation, or errands -- and do that one task all at once, rather than breaking up your day. Remember, every time you are distracted or lose focus, you delay the outcome that you desire. Have your mantra in front of you at all times: "Focus ONLY on (insert your project) Until Completion." Mine is taped to the top of my computer screen where I see it every second of every day.
3. Set new boundaries for yourself and others.
What would happen if you didn't check your emails until after 11am and not again until 4pm? Would any small children die or would your business self-destruct? What if you only returned or made phone calls between the hours of 2 and 4pm? Without you becoming rigid and autocratic, people will soon figure out that you are not available at their whim -- and will admire you for being focused. Once I finally broke down and set boundaries, several close friends and my spouse commented that I was more relaxed and fully present when I spent time with them.
4. Be mindful that money likes speed.
It's always about acting with speed and focusing on one thing only. As all procrastinators know, the longer you have to accomplish something, the longer you will take -- plus a day! So, start setting ridiculously short deadlines for yourself. Case in point: I am doing a live event in the Fall, that I moved up by one month. You can bet that I am totally focused on promoting, writing the content, delegating and hiring everything to do with that project. It consumes the allotted time every day, that I have set aside to make it happen.You obviously have to consider your temperament and ability to handle pressure -- you don't want to put yourself under such incredible stress that you become paralyzed or burn out. However, by using systems, structure, and getting help -- you can build a safe cocoon in which to get things done in record time.
5. Eliminate multi-tasking.
I know, I know....I can hear you gasp, what -- as women, we are wired to multi-task! That may be true with routine tasks that are familiar to you, like listening to your iPod while running. But, new research shows that multi-tasking and task-switching takes a tremendous amount of energy and actually causes our brain to come to a temporary halt. This is particularly true of higher brain functions that involve communication and learning. Examples would be answering an email while talking to a client on the phone, or reading an article while listening to a teleseminar. In these instances our brains prefer to concentrate on one task at a time and doesn't work well flitting from one focus to another. I tend to remember ridiculous analogies, so try to think of the last time you saw a winning jockey ride two horses across the finish line. It will never happen!
Here's this week's mentoring tip:
Take 10 minutes and write down:
all the time-wasters that you typically do in a day. Commit to getting rid of them today
get out your day planner or Outlook and map out consistent times every day to market -- and every week for business/product development, when you work with clients, etc.
what new boundaries you are going to set for yourself and others (that includes spouse, kids, friends, staff and clients) that will eliminate distractions or break your flow
create tools to help systematize your business (consider things like mind-mapping, project tracking sheets, etc.)
[Editor's note: as always, Karen loves to hear your feedback or answer any questions for you. Please email her at Karen@KarenDodd.com and you can definitely expect a response]
©2009 Karen Dodd International
WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEBSITE? No problem! But here's what you MUST include:
Working with everyone from Moms to Millionaires, Karen Dodd helps you connect with your unique gifts and talents, ignite your passion, and take inspired action so you can Focus On The Dream(TM). To learn how you can start or move your business to a level that you've only dreamed of, register now for Karen's free articles at: www.Karendodd.com.
Thursday, July 16, 2009
Are You Sitting On Multiple Streams of Income?
by Karen Dodd
A former coach and mentor of mine was famous for saying, "You've always got to have a big back- end."
The first time I heard that, I can tell you that what I envisioned wasn't pretty. In fact, it seemed like I'd been working forever to keep my back end, anything but big!
However, as I came to realize -- and now teach my clients -- having a back-end to your business is key, particularly if you ever hope to slow down and enjoy the time freedom that having your own business should bring.
Think of your main business as your front-end. For example, let's say you have a flower shop...that's what you do every day. In order to be a great florist, you have to have a passion and a lot of knowledge and expertise. Assuming you're already working at least five days a week in your business, the only way you can make more income is to work more hours or leverage your time and knowledge, to create additional income streams from what you already know. That would be your back-end -- which ideally, you want to be big (I know -- just put that nasty image right out of your mind!)
So, let's plug in what you do and see what a highly leveraged, big back-end could that look like.
1. If you like writing, you could write either a "real" book, or an E-book. An E-book is a quick, easy and virtually no-cost way to get your name out there. You can use it as a free gift to encourage people to visit your location or your website. Alternatively, you can sell virtually any type of E-book (with good content, of course) for anywhere between $19.95 and $69.00. In the example of the florist, she might write an E-book on decorating your home and flower-arranging for holiday entertaining. Or, how about teaching people how to make living wreaths rather than the usual store-bought, fake ones? Again, just plug in what you and your talents are and look for ways to share that with the public.
2. You could share or sell information by recording it. The quickest, easiest and least expensive way of doing that is to record your presentation and make it available via an mp3 file, delivered from your website, by email or in your ezine (like this one). You could also put it on CD's or DVD's and ship them and also make them available in your store or place of business. You Tube is also a great way to make short videos available free of charge, that in turn will direct viewers to your web and your other offerings. When I was learning how to knit, I would have given anything to see a demonstration as it would appear to me, if my knitting was in front of me. I found it very confusing trying to learn it from a book.
3. Hold a teleseminar or webinar. These are nothing more than online classes that you can either do live or pre-recorded. At the beginning, if you're nervous or you don't have a following of people to invite, you're better to pre-record it. That way, you can edit it or start over, until you get a little more experienced. I like doing them live because I like the instant gratification of feedback and participation. You can offer your seminars free, as a lead-in to something you'd like your audience to purchase in the future. Or, you can charge anywhere from twenty-five, to many hundreds of dollars for a series of teleclasses.
4. Interview an expert, get yourself interviewed, or write the Q&A for an ideal interview you'd like to do, and have a friend or assistant interview you. You can then distribute it by mp3, CD or put it in a Special Report to either give away free or charge for.
5. Offer to speak or teach classes at a local venue, appropriate to what you do. Many organizations, from non-profit to profitable businesses are always looking for great speakers or workshop leaders. For example, you might volunteer to teach scrap-booking at an art supply or handicraft store. A personal favorite of mine is to offer to teach regular workshops at the big-name bookstores like Borders or Indigo. You will probably be doing the classes for free but you will eventually get a following and you can send them home with your $20 CD, book, or have them enroll in one of your paid events.
You might be asking, "Karen, how does this create a big back-end -- when you're talking about giving things away for free or charging relatively small prices?
The key is "leverage." You only have to create these info products one time, you have them forever, and if done properly, they will generate a lot of income over time -- without you having to take take away from your main day-to-day business. In fact, many of the people I have mentored who started this way, actually had the info products part of their business take over, because it became more profitable and way more fun than being tied to their "traditional" businesses.
It is simply the difference between linear income and leveraged income -- a little like being able to buy a much more substantial house with the bank's money, versus what you have managed to save up yourself.
In the final analysis, from just one passion or piece of knowledge that you already have, you could conceivably create 7 streams of income, such as:
• an E-book or Special Report
• a published, traditional book
• a CD, mp3 or video (or all three)
• a series of articles that could be made into a course or teleclass
• a transcription of an interview that could then be used in a live or pre-recorded teleclass
• a "free" class or live event that you use to feed into your main (paid) offering
• all of the above, that could be packaged into a physical course (typically with CD's, workbook, etc.)
Don't think you have anything that you could generate great content from? Think again. I guarantee that you do!
Here's my coaching challenge to you:
Think of something you know, are passionate about, or is second nature to you. Then write 3 Tips For__________. Now, work on developing all or any of these tips...and Voila! You have your content.
With some imagination and perhaps the help of a coach or mentor, there is literally no limit to what you could have out there working for you, while you're doing your day-to-day business.Trust me, you do not need to be overly tech-savvy to learn how to do this. I find that when I share my Little Black Book of contacts and a bit of direction, with my clients -- they are able to start creating things they had never thought possible.
Question for you: how do you think you'd feel, sitting on a beach somewhere, sipping a Margarita, watching the orders come in over your BlackBerry or laptop? Whoopee! That can be YOU!
[Editor's note: as always, Karen loves to hear your feedback or answer any questions for you. Please email her at Info@KarenDodd.com and you can definitely expect a response]
©2009 Karen Dodd International
WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEBSITE? No problem! But here's what you MUST include:
Working with everyone from Moms to Millionaires, Karen Dodd helps you connect with your unique gifts and talents, ignite your passion, and take inspired action so you can Focus On The Dream(TM). To learn how you can start or move your business to a level that you've only dreamed of, register now for Karen's free articles at: www.Karendodd.com.
A former coach and mentor of mine was famous for saying, "You've always got to have a big back- end."
The first time I heard that, I can tell you that what I envisioned wasn't pretty. In fact, it seemed like I'd been working forever to keep my back end, anything but big!
However, as I came to realize -- and now teach my clients -- having a back-end to your business is key, particularly if you ever hope to slow down and enjoy the time freedom that having your own business should bring.
Think of your main business as your front-end. For example, let's say you have a flower shop...that's what you do every day. In order to be a great florist, you have to have a passion and a lot of knowledge and expertise. Assuming you're already working at least five days a week in your business, the only way you can make more income is to work more hours or leverage your time and knowledge, to create additional income streams from what you already know. That would be your back-end -- which ideally, you want to be big (I know -- just put that nasty image right out of your mind!)
So, let's plug in what you do and see what a highly leveraged, big back-end could that look like.
1. If you like writing, you could write either a "real" book, or an E-book. An E-book is a quick, easy and virtually no-cost way to get your name out there. You can use it as a free gift to encourage people to visit your location or your website. Alternatively, you can sell virtually any type of E-book (with good content, of course) for anywhere between $19.95 and $69.00. In the example of the florist, she might write an E-book on decorating your home and flower-arranging for holiday entertaining. Or, how about teaching people how to make living wreaths rather than the usual store-bought, fake ones? Again, just plug in what you and your talents are and look for ways to share that with the public.
2. You could share or sell information by recording it. The quickest, easiest and least expensive way of doing that is to record your presentation and make it available via an mp3 file, delivered from your website, by email or in your ezine (like this one). You could also put it on CD's or DVD's and ship them and also make them available in your store or place of business. You Tube is also a great way to make short videos available free of charge, that in turn will direct viewers to your web and your other offerings. When I was learning how to knit, I would have given anything to see a demonstration as it would appear to me, if my knitting was in front of me. I found it very confusing trying to learn it from a book.
3. Hold a teleseminar or webinar. These are nothing more than online classes that you can either do live or pre-recorded. At the beginning, if you're nervous or you don't have a following of people to invite, you're better to pre-record it. That way, you can edit it or start over, until you get a little more experienced. I like doing them live because I like the instant gratification of feedback and participation. You can offer your seminars free, as a lead-in to something you'd like your audience to purchase in the future. Or, you can charge anywhere from twenty-five, to many hundreds of dollars for a series of teleclasses.
4. Interview an expert, get yourself interviewed, or write the Q&A for an ideal interview you'd like to do, and have a friend or assistant interview you. You can then distribute it by mp3, CD or put it in a Special Report to either give away free or charge for.
5. Offer to speak or teach classes at a local venue, appropriate to what you do. Many organizations, from non-profit to profitable businesses are always looking for great speakers or workshop leaders. For example, you might volunteer to teach scrap-booking at an art supply or handicraft store. A personal favorite of mine is to offer to teach regular workshops at the big-name bookstores like Borders or Indigo. You will probably be doing the classes for free but you will eventually get a following and you can send them home with your $20 CD, book, or have them enroll in one of your paid events.
You might be asking, "Karen, how does this create a big back-end -- when you're talking about giving things away for free or charging relatively small prices?
The key is "leverage." You only have to create these info products one time, you have them forever, and if done properly, they will generate a lot of income over time -- without you having to take take away from your main day-to-day business. In fact, many of the people I have mentored who started this way, actually had the info products part of their business take over, because it became more profitable and way more fun than being tied to their "traditional" businesses.
It is simply the difference between linear income and leveraged income -- a little like being able to buy a much more substantial house with the bank's money, versus what you have managed to save up yourself.
In the final analysis, from just one passion or piece of knowledge that you already have, you could conceivably create 7 streams of income, such as:
• an E-book or Special Report
• a published, traditional book
• a CD, mp3 or video (or all three)
• a series of articles that could be made into a course or teleclass
• a transcription of an interview that could then be used in a live or pre-recorded teleclass
• a "free" class or live event that you use to feed into your main (paid) offering
• all of the above, that could be packaged into a physical course (typically with CD's, workbook, etc.)
Don't think you have anything that you could generate great content from? Think again. I guarantee that you do!
Here's my coaching challenge to you:
Think of something you know, are passionate about, or is second nature to you. Then write 3 Tips For__________. Now, work on developing all or any of these tips...and Voila! You have your content.
With some imagination and perhaps the help of a coach or mentor, there is literally no limit to what you could have out there working for you, while you're doing your day-to-day business.Trust me, you do not need to be overly tech-savvy to learn how to do this. I find that when I share my Little Black Book of contacts and a bit of direction, with my clients -- they are able to start creating things they had never thought possible.
Question for you: how do you think you'd feel, sitting on a beach somewhere, sipping a Margarita, watching the orders come in over your BlackBerry or laptop? Whoopee! That can be YOU!
[Editor's note: as always, Karen loves to hear your feedback or answer any questions for you. Please email her at Info@KarenDodd.com and you can definitely expect a response]
©2009 Karen Dodd International
WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEBSITE? No problem! But here's what you MUST include:
Working with everyone from Moms to Millionaires, Karen Dodd helps you connect with your unique gifts and talents, ignite your passion, and take inspired action so you can Focus On The Dream(TM). To learn how you can start or move your business to a level that you've only dreamed of, register now for Karen's free articles at: www.Karendodd.com.
Thursday, July 9, 2009
Are You Missing Marketing Opportunities?
by Karen Dodd
I have a confession to make -- sometimes procrastination serves you well. Let me tell you why.
I would ordinarily have had this article done and my ezine sent out earlier today. However, as days often do, mine completely got away from me. I was actually still pondering what I was going to write about, when I had to leave my home office to attend a cocktail party.
The party was being held for friends and associates of people who either own, or are interested in owning, recreational property at a beautiful golf resort in Arizona. We were very flattered to be invited by the people putting it on, the food and refreshments were great and we met some very nice people. Trouble was, from a marketer's perspective, it was a complete waste of time and money for the company hosting the event.
One would assume that if you're putting on an event at a well-known, expensive waterfront restaurant on a Thursday night, the hosts would not be holding this party for purely social reasons. The reason we were all there was to see and hear something that would motivate us to buy a vacation property and each tell our respective networks about it.
So you can imagine my surprise when a good hour and a bit into the party, none of the four representatives of the real estate development firm had come around to talk us -- nor had any kind of presentation begun. Eventually (as we were thinking of leaving, having eaten and drank more than our fair share) the gentleman who was the head of the contingency gave a very low-key overview (you couldn't even call it a presentation) of the project. No colorful slides -- even though there was a projector screen in plain view -- and no marketing materials to speak of, unless you made it a point to go pick a small brochure up from one of the tables.
Neither of two well dressed, very approachable ladies came to "schmooze" with any of us before, during or after the "presentation." Finally, they announced that two all expenses paid trips to visit the development were about to be given away.You'd think there'd be a drum roll, right? That's kind of exciting -- winning a paid-for trip to a beautiful resort. But no -- one person's name was picked at random (don't know what happened to the second give-away) and there was such little fuss made about it, that the woman who won, looked around the room, wondering if she'd actually won something significant.
In short, my husband and I -- though grateful that we had been invited -- were completely stymied as to the purpose of the event. This -- by all reports, sizable and reputable company-- had just lost a huge marketing opportunity.
My goodness, can you think of what you could have done with a small group of well-heeled professionals, whom you had gathered at an upscale waterfront bar and restaurant -- who presumably had come to hear about a buying opportunity? Especially given the dip in real estate prices, the opportunity for Canadians to purchase U.S. property right now, is virtually unprecedented. Had I not being drinking soda and lime, I would have thought I was a little tipsy and had maybe missed something.
Here are 4 things that you and I could have done to capitalize (tastefully) on this event.
1. Have the friendly, attractive people on your team meeting and greeting everyone.
We all know that people who have warm smiles and look good, are the ones who are always on the registration desk or are working the room. They are on the front-line for a reason. You never want things to be so laid back that guests just wander or mill around aimlessly. It is so easy for members of your marketing team to open conversations with questions like, "Mary, (we all had name tags on) had you ever heard of any of our developments before this evening?" Or how about, "John, I notice you were invited by one of our existing owners; how do you two know each other?"
2. People want to be led and shown the next step.
People come to any event, expecting to be informed or entertained -- and then to be shown the next step for them to take. That is not being pushy or aggressive -- it's just good marketing. We are all capable of making our own decisions and saying no, if we want to -- but you must explain to them the next logical step.
3.Institute some "drum roll-type" elements into prizes and promotions.
Build up the anticipation (this should actually have started with the invitations) and have some music or visuals like slide shows, that promote an air of excitement. Even when you desire to create a relaxed ambiance, you still want to have a feeling of energy in the room.
*A great measure of any party -- business or personal -- is the ambient noise in the room. If you were standing outside your own event, would you be curious as to why everyone sounds like they're having such a great time? Would the energy you hear, make you want to crash the party?
3. Have a clearly defined beginning and end of your marketing presentation.
Make a big deal about what you're about to say, before you say it, and most of all -- be respectful of your guests' time. People are at your event to hear your story. Assuming you pre-qualified your invited guests in some way, they came for a reason -- and usually it's not for free food and refreshments! In fact, by not telling your story, you are disrespecting them in a way. This is time that they could be spending with their friends and families.
4. If your event is a drop-in or open house between the hours of say, 5 and 8pm -- make sure that everyone who might leave early has heard "your story."
At the particular event I was at this evening, there were those of us who had been there since the beginning, who were starting to get a little antsy wondering if there was going to be a presentation. And then there were the poor lost souls who came later, and wondered if they were in the right place. If there is not a specific time for people to be there, you need to leave at least one of your greeters at the door, to welcome people.
5. Remember -- the fortune is in the follow-up.
I will be very interested to see if I get any kind of follow-up call from the event holder. I no longer make the assumption that I will, because I have been de-sensitized over the years, by lack of follow-up. The sad truth is that most sales people only follow up once (if at all) in yet the reality is that statistics show that people buy after an average of five to seven follow-ups. That doesn't mean that you have to hound people to death -- you can follow up in several different ways. One soft-sell approach that I teach my clients is, "Hi Sue, it's Karen Dodd here. I just wanted to give you a call and check in." From there, the conversation usually flows easily.
When you are in business, you always want to be marketing. That doesn't mean you have to be "on" all the time, or that you look at people with dollar signs in your eyes. But it does mean that you take your business seriously, that you are committed to telling your story, and that you never miss an opportunity to help lead someone to the decision that is right for them.
©2009 Karen Dodd International
WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEBSITE? No problem! But here's what you MUST include:
Working with everyone from Moms to Millionaires, Karen Dodd helps you connect with your unique gifts and talents, ignite your passion, and take inspired action toward Focusing On Your Dreams(TM). To learn how you can start or move your business to a level that you've only dreamed of, register now for Karen's free articles at: www.Karendodd.com.
I have a confession to make -- sometimes procrastination serves you well. Let me tell you why.
I would ordinarily have had this article done and my ezine sent out earlier today. However, as days often do, mine completely got away from me. I was actually still pondering what I was going to write about, when I had to leave my home office to attend a cocktail party.
The party was being held for friends and associates of people who either own, or are interested in owning, recreational property at a beautiful golf resort in Arizona. We were very flattered to be invited by the people putting it on, the food and refreshments were great and we met some very nice people. Trouble was, from a marketer's perspective, it was a complete waste of time and money for the company hosting the event.
One would assume that if you're putting on an event at a well-known, expensive waterfront restaurant on a Thursday night, the hosts would not be holding this party for purely social reasons. The reason we were all there was to see and hear something that would motivate us to buy a vacation property and each tell our respective networks about it.
So you can imagine my surprise when a good hour and a bit into the party, none of the four representatives of the real estate development firm had come around to talk us -- nor had any kind of presentation begun. Eventually (as we were thinking of leaving, having eaten and drank more than our fair share) the gentleman who was the head of the contingency gave a very low-key overview (you couldn't even call it a presentation) of the project. No colorful slides -- even though there was a projector screen in plain view -- and no marketing materials to speak of, unless you made it a point to go pick a small brochure up from one of the tables.
Neither of two well dressed, very approachable ladies came to "schmooze" with any of us before, during or after the "presentation." Finally, they announced that two all expenses paid trips to visit the development were about to be given away.You'd think there'd be a drum roll, right? That's kind of exciting -- winning a paid-for trip to a beautiful resort. But no -- one person's name was picked at random (don't know what happened to the second give-away) and there was such little fuss made about it, that the woman who won, looked around the room, wondering if she'd actually won something significant.
In short, my husband and I -- though grateful that we had been invited -- were completely stymied as to the purpose of the event. This -- by all reports, sizable and reputable company-- had just lost a huge marketing opportunity.
My goodness, can you think of what you could have done with a small group of well-heeled professionals, whom you had gathered at an upscale waterfront bar and restaurant -- who presumably had come to hear about a buying opportunity? Especially given the dip in real estate prices, the opportunity for Canadians to purchase U.S. property right now, is virtually unprecedented. Had I not being drinking soda and lime, I would have thought I was a little tipsy and had maybe missed something.
Here are 4 things that you and I could have done to capitalize (tastefully) on this event.
1. Have the friendly, attractive people on your team meeting and greeting everyone.
We all know that people who have warm smiles and look good, are the ones who are always on the registration desk or are working the room. They are on the front-line for a reason. You never want things to be so laid back that guests just wander or mill around aimlessly. It is so easy for members of your marketing team to open conversations with questions like, "Mary, (we all had name tags on) had you ever heard of any of our developments before this evening?" Or how about, "John, I notice you were invited by one of our existing owners; how do you two know each other?"
2. People want to be led and shown the next step.
People come to any event, expecting to be informed or entertained -- and then to be shown the next step for them to take. That is not being pushy or aggressive -- it's just good marketing. We are all capable of making our own decisions and saying no, if we want to -- but you must explain to them the next logical step.
3.Institute some "drum roll-type" elements into prizes and promotions.
Build up the anticipation (this should actually have started with the invitations) and have some music or visuals like slide shows, that promote an air of excitement. Even when you desire to create a relaxed ambiance, you still want to have a feeling of energy in the room.
*A great measure of any party -- business or personal -- is the ambient noise in the room. If you were standing outside your own event, would you be curious as to why everyone sounds like they're having such a great time? Would the energy you hear, make you want to crash the party?
3. Have a clearly defined beginning and end of your marketing presentation.
Make a big deal about what you're about to say, before you say it, and most of all -- be respectful of your guests' time. People are at your event to hear your story. Assuming you pre-qualified your invited guests in some way, they came for a reason -- and usually it's not for free food and refreshments! In fact, by not telling your story, you are disrespecting them in a way. This is time that they could be spending with their friends and families.
4. If your event is a drop-in or open house between the hours of say, 5 and 8pm -- make sure that everyone who might leave early has heard "your story."
At the particular event I was at this evening, there were those of us who had been there since the beginning, who were starting to get a little antsy wondering if there was going to be a presentation. And then there were the poor lost souls who came later, and wondered if they were in the right place. If there is not a specific time for people to be there, you need to leave at least one of your greeters at the door, to welcome people.
5. Remember -- the fortune is in the follow-up.
I will be very interested to see if I get any kind of follow-up call from the event holder. I no longer make the assumption that I will, because I have been de-sensitized over the years, by lack of follow-up. The sad truth is that most sales people only follow up once (if at all) in yet the reality is that statistics show that people buy after an average of five to seven follow-ups. That doesn't mean that you have to hound people to death -- you can follow up in several different ways. One soft-sell approach that I teach my clients is, "Hi Sue, it's Karen Dodd here. I just wanted to give you a call and check in." From there, the conversation usually flows easily.
When you are in business, you always want to be marketing. That doesn't mean you have to be "on" all the time, or that you look at people with dollar signs in your eyes. But it does mean that you take your business seriously, that you are committed to telling your story, and that you never miss an opportunity to help lead someone to the decision that is right for them.
©2009 Karen Dodd International
WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEBSITE? No problem! But here's what you MUST include:
Working with everyone from Moms to Millionaires, Karen Dodd helps you connect with your unique gifts and talents, ignite your passion, and take inspired action toward Focusing On Your Dreams(TM). To learn how you can start or move your business to a level that you've only dreamed of, register now for Karen's free articles at: www.Karendodd.com.
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