Rock Your Business - 33 Ideas from Today's Top Marketers
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Rock Your Business - 33 Ideas from Today's Top Marketers

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Brett Duncan asked 33 marketers what one idea would make a huge difference for entrepreneurs in 2011. This ebook is a collection of those ideas. ...

Brett Duncan asked 33 marketers what one idea would make a huge difference for entrepreneurs in 2011. This ebook is a collection of those ideas.

Originally published at http://www.marketinginprogress.com/rockyourbusiness/

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  • 1. 33 Mind-Blowing Ideasfrom Today’s Top Marketers.MarketingInProgress.com/RockYourBusiness 1 MarketingInProgress.com/RockYourBusiness
  • 2. Rock Your Business33 Mind-Blowing Ideas from Today’s Top MarketersWritten by 33 different extremely smart and cool people.Collected and edited by Brett Duncan, MarketingInProgress.com © 2011 2MarketingInProgress.com/RockYourBusiness
  • 3. So here’s the story .In mid-December 2010, I had a simple idea. Unlike with most ideas, I decided to act on itright away without figuring out all the details. I wrote several friends, colleagues and onlinebuddies to join me in a project. I basically asked them to answer one question:What is one marketing idea that could make a big difference for entrepreneurs in 2011?32 of these marketing aficionados quickly responded with an ―I‘m in.‖ The result is whatyou‘re reading now.To say there‘s a variety of ideas would be like saying Prince is a talented musician. I‘mactually shocked by just how diverse it is. You‘re gonna get something out of this.Here’s what you can do with this ebook: 1. Read it (obviously). Highlight your favorite parts. Jot notes in the margins. Then figure out one thing you can do to put an idea to work. 2. Email it. I bet you know some people who would get something out of this book. Send them to MarketingInProgress.com/RockYourBusiness. If you have an email newsletter, this may be a great addition to an upcoming campaign. 3. Share it. Be sure to ―Like‖ this ebook, Tweet it, and whatever else you wanna do. Again, just share it from MarketingInProgress.com/RockYourBusiness. 4. Blog about it. If you are a blogger with an audience who enjoys this kind of stuff, post your impressions in an upcoming blog post.You may also notice that a few authors wrote to a specific audience. That‘s by design. Evenif you‘re not part of that audience, per se, you‘ll still get something out of their post. So keepreading. 3MarketingInProgress.com/RockYourBusiness
  • 4. One More Thing (ok, maybe two)I gotta thank Pamela Wilson from BigBrandSystem.com for coming up with the title of theebook. I had an initial idea, but Pamela came up with ―Rock Your Business,‖ and it madecomplete sense to run with it. Thanks!Also, big thanks to Lyn Christian from SoulSalt.com. It was Lyn‘s idea to not stop withjust an ebook. She wanted a place where all of us could discuss our reactions to ideas in thisbook, and then take it further and form a tight-knit community where we can all shareideas, tips and whatever else comes to mind.It‘s a great idea, so I created the Marketing In Progress Roundtable, a simple online forumwhere we can all talk about thoughts that spring from this ebook. It‘s absolutely free to join.When you do, you‘ll get access to lots of cool member-only features, such as ….  Discussions with some of the ebook authors.  Access to the Roundtable community (hey, it‘s your community; do what you want with it!)  Audio interviews and seminars featuring many of the ebook authors. (There‘s already an interview with Lyn Christian waiting for you)Join now by going to MarketingInProgress.com/Roundtable. Enter your email address,and we‘ll send you your invitation. It‘s free to anyone, so pass it along to anyone you like.OK – enough intro stuff. Let‘s get into the ideas, shall we?Thanks – Brett Duncan, MarketingInProgress.com. 4MarketingInProgress.com/RockYourBusiness
  • 5. Don’t Wanna The Surprising Secret to Getting What You DO Want in Your 2011 Marketing By Shannon Bradford If you‘re like most entrepreneurs, you‘ve read plenty about planning for the new year. You‘ve been told you need to set SMART goals, to calculate a marketing budget, to put together a social media plan, or to analyze your brand. All good ideas. But if that advice leaves you saying, ―Don‘t Wanna,‖ all the better. Yes! You heard me right: All the better. Why? Because by thinking, ―Don‘t Wanna,‖ you are on your way to the most successful marketing year you‘ve ever had in your business.Shannon Bradford is a writer, small I know it seems counterintuitive. But stay with me.business coach, and the founder of SmallBusiness Divas, a resource center for Asking yourself what you really don‘t want is one of the best ways to get to a practicalentrepreneurs offering real-world, can-do marketing plan that is focused on your true priorities.small business advice. She is the author of Here’s why it works. Like most entrepreneurs, you probably did not start your ownBrain Power (Wiley, 2002). business because you love marketing and run to your desk every morning singing, ―I can‘tConnect with Diva Shannon on Twitter: wait to work on my marketing!‖ But, if you do, you can feel free to skip this article.@smallbizdivas. Get more practicalsmall business advice or the No-TortureSmall Business Plan Kit free atSmallBusinessDivas.com. 5 MarketingInProgress.com/RockYourBusiness
  • 6. More likely, you started your business because you have a talent, an idea, a passion for yourproduct or service. And marketing is that must-do exercise that takes up chunks of yourtime, rarely feels urgent, and is hard to connect results to the investment.When you focus on what you don‘t want to happen, you avoid the wishful thinking orfollow-the-herd mentality that tends to invade small business marketing plans. Instead, youshoot straight to the essence of a plan that is based on clear priorities that are uniquelyimportant to you. And build leverage to motivate yourself to execute.It’s a simple three-step process. Here’s how it works:Step One: Identify the top three happenings (events, outcomes, embarrassments, ordisasters) you ―Don‘t Wanna‖ in your marketing in 2011.Now, for each of the three Don‘t Wanna‘s you identified, answer two questions:Step Two: What would you suffer if it did happen? Let your imagination run free with all ofthe scary thinking you can muster.Step Three: What can you do to make it not happen? Identify one or more concrete actionsyou can take to prevent the Don‘t Wanna.Your Don‘t Wannas and the concrete actions you identified now become the foundation ofyour marketing program. Your three Don‘t Wannas become your three priorities. And youractions from Step Three tell you what you need to do. Of course, you will need to develop a―how, when, how much, and by who‖ plan for each of your concrete actions.Now you have a practical marketing plan for 2011 with concrete actions based on clearpriorities that are uniquely important to you. And you got there with the surprising powerof ―Don‘t Wanna.‖ 6MarketingInProgress.com/RockYourBusiness
  • 7. The rise of social enterprise Transform your business into a profitable powerhouse for the greater global good By Dino Baskovic Imagine for a moment that you own a coffee shop. As part of your consumer marketing strategy, you source the best beans from around the planet, taking great care to find fair-Dino Baskovic is the manager of online trade, organically certified varieties. Customers clamor for your coffee as a result and youpublic relations and social media for prosper financially. Yet instead of gauging your success by mere profits or shareholderAmway Corporation. He is responsible for satisfaction, your primary measure of what makes a blockbuster business is helping thestrategic direction of all social media farms that supply your operations halfway around the world. That is your bottom line—theinitiatives that support corporate and quality of life for those farmers, ensuring they are able to trade in fair market conditions andbrand reputation. can adhere to sustainable, environmentally-friendly growing and harvesting methods. (The bottom line is still your profit. Quality of life for those farmers needs to be tied to aDino was formerly a professor of web ―sustainable business‖ model before it can be tied to sustainable farming.)design at Lawrence TechnologicalUniversity, as well as founder andprincipal of Vincena, an interactive The above example, more or less, describes social enterprise:marketing consultancy based in Detroit creating profitable businesses that enhance the quality of life for those in need throughand Research Triangle Park (Raleigh, NC). conservation and respect for global cultures.Dino has an extensive PR background andhas counseled agencies and clients since The concept is not entirely new, having been the focus of leadership initiatives fromgraduating from Kent State University respected universities such as Harvard and Cornell for well over a decade. A growingwith a B.S. in public relations in 1997. legion of business luminaries gather at international assemblies such as the Skoll WorldHe can be found online atdinobaskovic.com and on Twitter:@ProfessorDino. 7 MarketingInProgress.com/RockYourBusiness
  • 8. Forum on Social Entrepreneurship and the Social Enterprise World Forum. Additionally,social entrepreneurs have gained media traction over the last few years, particularly withthe advent of microlending and microfinancing in third-world countries throughnoteworthy lenders including Kiva.org and Grameen Bank.Social enterprises may collaborate with governments and NGOs alike as well asNPOs/NPGs to establish market presence for certain goods and services. It is important tounderstand that in most cases, social enterprises are for-profit ventures. Also, what definessuch enterprises can vary from market to market depending on regulatory conditions.Furthermore, social entrepreneurs are classified as innovators, able to bring forth creative,inventive and original offerings to market with the intent of reshaping society.How can you become a socially-mined business, or steer into that direction? Here aresome questions to ask yourself:Do I truly have it in me to (re)focus my business on advancing social causes, including thefortitude to overcome hurdles that may lay ahead?Am I a ―change agent‖ in the real sense of the term, and if so, am I confident that sharingmy ideas and innovations will create massive change for the good of the planet?Can I market my social enterprise in a way that inspires, engages and alters behaviors forthe better? 8MarketingInProgress.com/RockYourBusiness
  • 9. While not everybody is called to be a social entrepreneur, it is vastly beneficial to realize thatpotential marketing opportunities abound at the convergence of the private and publicsectors. Expect increasing coverage and marketing analysis of the face of social enterprise in2011.For more information, please visit the following resources on the web:Slide Presentation: “Tech-Savvy Social Entrepreneurship”http://hbr.org/web/extras/tech-savvy-social-entrepreneurship/1-slideHarvard Business School Social Enterprise Initiativehttp://www.hbs.edu/socialenterprise/Cornell Center for a Sustainable Futurehttp://sustainablefuture.cornell.edu/Cornell Center for Sustainable Global Enterprisehttp://www2.johnson.cornell.edu/sge/The Skoll Foundationhttp://www.skollfoundation.org/Social Edgehttp://www.socialedge.org/Social Enterprise Alliancehttp://se-alliance.org/ 9MarketingInProgress.com/RockYourBusiness
  • 10. Join Your Chamber and Show Up By Patricia Redsicker If there‘s ONE thing that I think would make a HUGE difference for entrepreneurs in 2011 it is joining their local Chamber of Commerce AND getting deeply involved. Chamber membership is a common sense investment and one of the best values in business. The chamber exists to provide business benefits that you‘re not likely to find anywhere else – referrals, networking opportunities, representation and advocacy and an appropriate environment to give your organization the spot light. This is especially important if you‘re a ‗solopreneur‘ or a small business with a shoe-string advertising budget. But there‘s more to Chamber membership than paying your dues and having your business listed in their business directory. That in it-self will not do much for your growth. Unfortunately however a lot of people expect the Chamber to ‗do something for them‘ just by virtue of sending a check. In my experience, I have found that what brings most value is the time investment that you make in Chamber activities and committees. It means getting deeply involved and beingPatricia Redsicker is the principal of very active within the Chamber community. It means sharing your resources with others. ItWordView Editing, a copy-writing and means altruistic service.social media consultancy in the Baltimorearea. She is also a very active member of When you first become a Chamber member, find out what committees are available andthe Howard County Chamber of Commerce what kind of services they provide. General committees include legislative, membership,and a board member of the Young marketing, events, and so on. Find one that is a good fit for your business skills and yourProfessionals Network – a group within personality and apply to become an active member of that group.the Chamber. 10 MarketingInProgress.com/RockYourBusiness
  • 11. Give that committee your time, skills and resources without counting the cost or expectinganything in return. Make sure that you are consistent in your involvement. Don‘t just showup a couple of times a year and expect to reap any worthwhile benefits. Provide the mostoutstanding service, just as you would for a high-paying client.What will happen over a relatively short period of time is that other Chamber members -who are prominent and influential - will start to notice your hard work, your commitmentand dedication to service. They will find it easy to come up and talk to you because they‘reused to seeing you around, helping out and getting involved. It will be a natural thing forthem to ‗go-to‘ you because you‘re part of the ‗establishment‘. They‘ll take a genuine interestin what you do outside of Chamber activities because they see that you‘re committed tosomething bigger than yourself.In addition, the Chamber itself will be happy to refer business your way in exchange foryour dedicated service to them. You can be sure, that a referral from the Chamber is nosmall favor.At the time of this writing, 95% of my current and prospective projects are directly fromChamber connections that I have made through active committee involvement andconsistent service. I would not have met these prospects if I were just another paid upmember who did not get involved. 11MarketingInProgress.com/RockYourBusiness
  • 12. $100+ million in Lead Conversion Tools by Jeff Swaim Today, the game has changed from getting ―leads‖ to getting customers. We‘ve been too bombarded by ―free download this‖ or ―win an iPhone that‖ to get sucked into filling out a form or submitting our email addresses like we used to. Today we are more discriminate and REAL content is king. So how do we rise above the ―gimmicks‖ and attract qualified leads and turn them into outstanding customers? Well, as 21st century marketing guru Seth Godin puts it, ―Be remarkable or be invisible.‖ Below are five key principles I recommend to make ―real‖ customers happen, followed by my priceless Bookmarks List of online tools that are worth their conversion weight in gold. Here‘s to a powerful 2011! 1) Be transparent, authentic, and real. Fluff won‘t cut it today.Jeff Swaim is the founder and tribe 2) Do your homework. Real content is king. Make your brand believable.leader of MOOv, a ―digitally-minded‖ 3) Keep I.T. people out of the room and maybe let in a few marketers. Mostly,advertising agency based in Denver, have real people—true prospects—drive your messaging, offer and design.Colorado. Their specialty is 4) Ask for as little information as possible, and get more later. (After they are aremarkable marketing and ridiculous customer.)results—because if you are notremarkable—you are invisible!makeamoov.com 12 MarketingInProgress.com/RockYourBusiness
  • 13. 5) Pictures are still worth a thousand words. Pictures and sound are worth 10,000 words. DO NOT make prospects think. Hand-hold them right into your customer list. Bookmarks of those who truly GET lead conversion: http://userfly.com http://feedbackarmy.com http://clicktale.com http://attentionwizard.com http://crossbrowsertesting.com http://usertesting.com http://app.mockflow.com http://socialmention.com http://trackur.com http://imoderate.comLike what you’re reading so far?Come hang out at the Marketing In Progress Roundtable.Free forum, free interviews, free seminars, great discussion. 13MarketingInProgress.com/RockYourBusiness
  • 14. Be Exceptional, No Exceptions By Lyn Christian, MCC, CFCC All the creative, inspiring marketing ideas within this book may be for naught unless you are willing to do one thing: assure that your product or a service is exceptional. What I mean is this: Great ideas fulfill a need or want in the marketplace. Exceptional ideas fulfill a need or want for lots of people, and compel lots of those people toLyn Christian captivates audiences with pay for them. Exceptional ideas seduce, attract, nurture, and entice our attention and ourher presence, courage and truth telling. As cash.a world-class coach, coach trainer and as apublished author, she is all about fierce To repeat:integrity and peak performance – for herclients and herself. Her work currently Lots of people need and want your product + lots of those people are willing to pay for it =extends from being the CEO of Soul Salt EXCEPTIONAL.Inc. Life Strategies and Business Coachingto living up to her eyeballs in the lab of Stop yourself if you‘re prematurely reaching for the ―exceptional‖ rubber stamp. You don‘thuman evolution. (Lyn just re-entered the get to label your offering as such. That‘s your customer‘s job.world of competitive sports at age 51) Your job is to create and market something exceptional. This process often follows a patternTo learn more about Lyn visit: similar to this:www.soulsalt.com Develop your idea as best you can.www.lynchristian.com Launch a version of it and market that to your audience.www.soulsaltacademy.com 14 MarketingInProgress.com/RockYourBusiness
  • 15. Observe what real, paying customers have to say. Or what they don‘t say about yourproduct.Revise if needed and add more marketing to your efforts.Launch again.Repeat the steps above as often as is necessary to reach exceptional. Or until you prudentlyshelf the idea.If you want an example of a completed process, consider the book titled The Christmas Box.Originally Richard Paul Evans intended to create two copies of his book to give to hischildren. However, his wife read and reacted to the book so powerfully that theydetermined to self-publish twenty copies and gift those out to friends as well as familymembers for Christmas. Within six weeks their phone started ringing. In fact it rang almostevery day. Local book stores were asking to fulfill orders they had taken from people whohad heard about and wanted the book. Another 5,000 copies were self-published and someformal marketing was added to the mix as Richard Paul Evans kept listening to andresponding to the marketplace. By the next year, The Christmas Box had become #2 on theNew York Times bestseller list. Now that‘s exceptional.Recently I launched my first i-phone app called Today and Not Today. What started out as apaper-based tool designed to help clients cut through chaos and effectively plan out theirday, has now become a digital resource. And at the same point in time where this e-bookwas first offered online, the app was knee-deep in the ―great‖ stage.I know as you do that millions of ideas are out there hoping to become exceptional.Will mine be one of them?Will yours be one of them? 15MarketingInProgress.com/RockYourBusiness
  • 16. Stories By Dave Sattler Stop thinking about what you sell as a product or service. What you sell is an experience. People often confuse the terms product and brand and consider the two to be interchangeable. Product, from a marketing perspective, is something with a set of relevant attributes that appeals to your target group of consumers priced competitively and to support your business model. A brand is the emotions associated with your product(s) that actually drive purchases through word of mouth and loyalty.Dave Sattler isWeb Marketing Strategist for Scentsy. Highly relevant, very cool products fail all the time. Brands are built on emotions and theHe worked with PetSmart, Intel (China), more emotion that is invested into a brand the harder it is for that brand to fail. In May 2008and MarketRx. Most of Dave’s work has sustainable apparel brand Nau posted on its blog that it was closing its doors. Butbeen around helping consumer product consumers wouldn‘t let the brand die and sent letters, emails, and blog comments sharingcompanies identify word of mouth and their passion for the brand. According to, Ian Yolles, Nau head of marketing;interactive strategies to drive conversion "I felt like I was occupying two realities. In one there was this profound shock of a companyand generate brand loyalty. closing down. Yet in this other, these customers communicating their passion for what theAt Scentsy, Dave drives online marketing same company stood for."and branding strategies for Scentsycorporate as well as facilitating online The outpouring of support for the Nau brand prompted Ian and a handful of ex-Nauevangelism by both consultants and employees to make some phone calls and within 5 months they found a buyer that wouldconsumers through the use of social media. let the brand continue to live and was slated to turn a profit in 2010.http://twitter.com/davesattler http://www.inc.com/magazine/20091201/a-second-chance-for-a-failed-brand.htmlhttp://davesattler.posterous.com/ http://www.treehugger.com/files/2008/06/nau-outdoor-eco-clothier-is-back.phphttp://www.linkedin.com/in/getdave 16 MarketingInProgress.com/RockYourBusiness
  • 17. http://www.forbes.com/forbes/2010/0301/entrepreneurs-patagonia-nau-horny-toad-that-was-then.htmlDonald Calne, the well-known neurologist and author of the book Within Reason:Rationality and Human Behavior wrote;―The essential difference between emotion and reason is that emotion leads to action whilereason leads to conclusions.‖Every year Interbrand measures the strength of brands all over the world. These veryinteresting reports illustrate three vital components of a brand; the loyalty of that brandsconsumers, the ―recommendability‖ (or Net Promoter Score) of that brand, and the ability ofthat brand to leverage word of mouth in marketing. Essentially;1. How many of your current consumers will purchase from you again?2. How likely are your current consumers to recommend your brand to others?3. How much word of mouth equity have you accumulated? Of your consumers, howmany would evangelize for you given the chance? And beyond recommending, how manywould engage with your marketing?The success of your business is directly tied to the strength of your brand which is directlytied to the strength of the emotions associated with your brand. Stories are still the mostvaluable form of reaching people on an emotional level. When I say ―stories‖ I meananything that offers people an opportunity to consume or generate content that reflects theuniqueness of the human experience.To drive the launch of the Ford Fiesta into Europe, Ford invited the EU public to submittheir own definition of ‗now‘ to the ‗This is Now‘ Flickr group. Over 60,000 images were 17MarketingInProgress.com/RockYourBusiness
  • 18. submitted and the 200 blog posts reached over 2M. This is great example of how Fordcrowdsourced the telling of a story and generated awareness and interest.http://wearesocial.net/thisisnow/How do I go about doing this?Post-conversion marketing - invite those who already love you to tell stories about you.Find ways to amplify the voice of those who already love you and would tell your story tothe world or engage around your brand. This will generate stories.Find a (brand-rich) story, create your own, or crowdsource the story-writing to thepublic. Once you‘ve found your story, find the most compelling medium to tell itand make it easily shareable.Be honest with yourself. When thinking of marketing engagements ask yourself; ―What willpeople say about our marketing? Is it word-of-mouth worthy? How is this going to getpeople talking about us and what will they say?‖ Remember the goal is not simply toentertain those that already love you but to give them something so compelling that they‘llbe inclined to share it with their friends. 18MarketingInProgress.com/RockYourBusiness
  • 19. Why Small Ball is Better Than Swinging for the Fences By Frank Barnett Editor’s note: this post was originally written in late January 2011. The Super Bowl is less than two weeks away, and I don‘t know about you, but for me, some of the best drama on TV comes courtesy of sports. There‘s the slam dunk to cap a comeback. The fumble that‘s picked up and run back to win the game. And, of course, the towering home run. Just mention ―The Drive‖ or ―The Catch‖ and sports fans will nod knowingly. They happen every day - and they‘re why we watch. But while home runs certainly sell tickets, in baseball and in business, good managers know that ―small ball‖ wins championships. What is “small ball”?Frank Barnett is an internet marketer If you‘re not familiar with the term, ―small ball‖ is just like it sounds: as a strategy, it‘s thewith an unhealthy obsession with opposite of banking on the ―long ball.‖ Instead of swinging for the fences, you simply get aconversion rate, one of many ticks he’s runner on base. Instead of trying to get the guy home in one shot, you bunt the guy on firstdeveloped doing search marketing over the over to second. In short, you take high percentage shots. It‘s similar to shooting layupslast 10 years. You can find out more about instead of three-point-shots in basketball. A bunt won‘t bring the crowd to their feet, but itFrank at frankcbarnett.com, or follow almost always will advance the runner - and the runs all count the same. They don‘t givehim at twitter at @fbarnett. you more points for hitting it out of the park. 19 MarketingInProgress.com/RockYourBusiness
  • 20. Small Ball as a New Year’s ResolutionIt‘s a New Year - a clean slate. If you‘re like me, you set some pretty lofty goals to make themost of this year. What resolutions did you set for your business? Are you banking on atowering home run, a bottom-of-the-ninth Grand Slam to get you where you want to be?Are they strikingly similar to the plot line of Casey at the Bat? Let me suggest that instead ofswinging for the fences, you should play a little small ball.I‘m a web guy, so here‘s an example (you could do the same with your call center or directsales): Instead of scrapping your website and hiring a big-money firm to build you arockstar web app that will ―hit it out of the park,‖ simply shoot to increase your existingsite‘s conversion rate by a tenth of a percent each quarter. It‘s far cheaper, totally withinyour control - and completely doable. It means you spend a lot of time making small tweaksto your web content, to your images, to your checkout process or lead-gen funnel. But it‘snot a crash diet and it takes discipline and patience, and it‘s unlikely anyone will call you ahero at the end of January. But take a look at what that incremental improvement can do foryou this year: the average website converts at around 1% or 2%, which means that for anaverage website, playing small ball gets you a more than 33% improvement over what yoursite did in 2010. If your site converted 33% more visitors than it did last year, that would bepretty big, I‘d guess.In sports as in business as in life: It‘s a lot more glamorous to swing for the fences. But thesmart money will always be on small ball. Consistent, incremental improvement will almostalways beat the big, dramatic one-shot initiative. 20MarketingInProgress.com/RockYourBusiness
  • 21. Listening to Understand Fundamental to Direct Sales Success By Neil Phillips As sales people, we sometimes get so caught up in our own ―stuff,‖ that we forget one of the first principles of sales—understand your customer. If you don‘t know what they want, how can you help them get it? Stephen Covey would offer the simple advice to ―seek first to understand, then be understood.‖ I was coaching a group last week and the core knowledge that we were talking about was customer-centered listening. You might call it active listening, reflective listening, or heart- centered listening, but the core of all of those is precisely where we were trying to focus. The essential lesson is a simple one: the business relationship you build with your customers depends on you listening to them as people, and not as purchasers you want them to be. While we all know and engage in the behaviors, we seldom put it together in a list. As a group, we discussed seven concepts. 1. Be physically available. Hold yourself nonverbally open and attentive. Don‘tNeil Phillips is an internationally known forget to nod and smile.network marketing and direct selling 2. Be mentally open. Engage in minimal interruptions while staying focused oncoach. Visit Team Connections to read the conversation.his blog or sign up for the free newsletter. 3. Use door openers like ―You sound excited! I love your enthusiasm. What‘sFor a daily coaching message, visit him on going on?‖Facebook. 4. Be verbally extending. Ask for more details. 21 MarketingInProgress.com/RockYourBusiness
  • 22. 5. When you hear a metaphor being used, keep it going. ―I am so tired of just being another player on the team.‖ ―I understand. You want to be the captain.‖ 6. Be verbally summarizing. Paraphrase. 7. Be verbally shaping. Reframe the conversation. (Think about the 50% glass— is it half empty or half full?)―I tried weight control pills before. It didn‘t work.‖―Are you saying the supplements weren‘t right for you?‖―Yeah. They may work for some people but I think my G.I. system is more sensitive.‖―So the supplements worked, you just needed better direction on which ones.‖I guess you could say that this really isn‘t complex. We listen like this when we are inconversational mode. The difference is that we should do this when we are in a sellingmode. If we think we know the answer before we hear from the customer, then we are morelikely to misunderstand than not.Listening to Understand doesn‘t always come easy. We have too many stimuli pulling atour attention. This is a list just to get you started. I‘m sure you can add to it.I want to leave you with a couple of additional questions. How can you stay focused on thetelephone? (Hint: It won‘t happen while driving or internet surfing.) How do we extendcustomer centered listening to a blog, Facebook, or elsewhere on the cloud? It‘s easy topush ourselves out like traditional interruption marketing. How can you start an internetdialogue? 22MarketingInProgress.com/RockYourBusiness
  • 23. Dream Big! Then Shelve Em By Dennis Cheatham You may have lofty and exciting entrepreneurial ideas but if they havent been conceived with your market in mind, theyll fail. Design thinking is a methodology that espouses the importance of user-centered design. In other words, its the process of innovation conducted with an empathetic attitude toward your market. Consider your customer (user) when devising products or services, or while testing your existing ideas for ones youve already hatched and revise or discard those ideas while wearing your design thinking glasses. Constantly evaluate if the project youre pursuing meets the needs of the user and be criticalDennis Cheatham as you develop it. Creating and evaluating ideas this way will reveal their strengths and weaknesses and will save you time, money, and heartache in the process, as long as youredennischeatham.com willing to shelve the ones that dont work to make room for others whose day has yet to come. 23 MarketingInProgress.com/RockYourBusiness
  • 24. How to be Unforgettable By Pamela Wilson Remember me? I‘m your potential customer. I want to buy from you, but I can‘t remember the name of your business. I have money in my hand, but your business name isn‘t coming to mind. I wish your marketing had been more memorable. Maybe if you‘d written your copy to be benefits driven, I‘d remember you better. That means if your business sells chewing gum, you don‘t focus on how it‘s flavored with organically-grown spearmint, which is a feature. Instead, tell me how chewing your gum will give me fresh breath so I can stand closer to that cute person across the room, which isPamela Wilson helps small businesses definitely a benefit.grow with great design and marketing tips.Learn the basics with her free Design 101 If your tag line explained what you offer in a memorable way, at least I‘d be able to Googlee-course at the Big Brand System. you. But I can‘t, because it doesn‘t. 24 MarketingInProgress.com/RockYourBusiness
  • 25. Maybe if you‘d delivered your message in a memorable package, I‘d know where to sendmy money right now.If you‘d used the same two colors on everything you created — your web site, businesscards, brochures and t-shirts — I‘d have an easier time remembering the name of yourbusiness.If you had chosen a distinctive typeface or two, then used those consistently in all yourmarketing, I‘d be more successful recalling who you are.I want to buy from you, but I can‘t find you.What will you do to be unforgettable this year?Got some ideas of your own?Let’s all talk about ‘em. Join us at the Roundtable. 25MarketingInProgress.com/RockYourBusiness
  • 26. Lay Off the Social Media By Terena Bell Lay off the social media. Seriously. I know this is sacrilege to say in an e-book, but when it comes to social media, less is more. Don‘t get me wrong. I spend as much time Tweeting (twitter.com/InEveryLanguage) in a day as I do talking to my mother. In Every Language (www.ineverylanguage.com), my company, has its own Facebook page (www.facebook.com/InEveryLanguage) and I even have two for myself—a personal one hidden from the search engines and a professional one that‘s not. In the language services industry, which is where I do my work, I‘m even considered to be a social media leader, publishing on social media in Multilingual, and speaking on it at conferences for the American Translators Association (ATA) and the Association of Language Companies (ALC). I‘m even co-chair of the ALC‘s ―social media task force,‖ whatever that‘s supposed to mean. So, yes, I believe in the power of social media. But, seriously, let‘s not go overboard here, people. When you‘re an entrepreneur, the one commodity you definitely need more of is time. Everyone will tell you it‘s cash flow, but you can always get more money. You can‘t getTerena Bell is CEO of In Every Language, more time. So what you have to do is budget time just like you would money. You have toa social enterprise offering translation, spend it judiciously and save it wherever you can. Social media—which, again, I heartilyinterpreting, and localization in 170 believe in—takes time.different languages to clients worldwide.Follow her on Twitter at When you run a business, whether you started it or not, you are responsible for its image.@InEveryLanguage or find the company Yes, it‘s okay to think creatively, be progressive, blah-blah, but you need to act responsiblyonline at InEveryLanguage.com. as well. That‘s why In Every Language never got a MySpace. When we first jumped on the 26 MarketingInProgress.com/RockYourBusiness
  • 27. social media bandwagon, the only brands on MySpace were rock bands and Adidas. Itsimply wasn‘t a good fit for us. MySpace would have taken time and diluted our brand.In Every Language‘s hallmark program is Translation Plus Two (http://bit.ly/i3lVSb), aninitiative where we match corporations in need of translation with translators fromeconomically-discriminated populations. While we stayed away from MySpace, we did geta profile on SocialYell (www.socialyell.com/In-Every-Language), a site none of ourcompetitors have signed up on. SocialYell‘s beauty is that it focuses on corporate socialresponsibility. Our target market includes corporations that want to be responsiblethroughout all aspects of their supply chain, including translation. So while having aMySpace profile would have been a bit too teeny-boppery, having one on SocialYell helpsfortify In Every Language‘s branding position as the responsible translation provider.Again, I‘m not saying to kill off your social media, but I am saying lay off of it a little bit.You don‘t have to have a profile on every site out there. Save yourself some time and lookfor sites and forums that allow you to grow your brand and to truly reach your actualmarket. 27MarketingInProgress.com/RockYourBusiness
  • 28. The Eleventh Commandment By Dana Phillips There is a great saying, ―if it is to be, it‘s up to me.‖ The success of your business is in your hands and you can‘t blame your neighbors, your kids, your husband, the weather if you fail. Here are some practical tips for marketing your direct selling business. Consider purchasing a sign or wrap for your car that reads, ―To buy or sell XYZ, call me at...‖ Be sure to wear your company logo wear or nametag everywhere you go. Then be prepared to follow the Direct Selling Eleventh Commandment: Open Thy Mouth. I remember my first year in business I wore my nametag in a Safeway grocery store in Topeka, Kansas. When people noticed my nametag, I could have smiled and just said, ―Yes, I‘m a representative for XYZ,‖ but I continued the conversation. I opened my mouth and scheduled four appointments in one afternoon. You see the nametag might get visual recognition, but it‘s your warm personality, your ―Open Thy Mouth‖ conversation that will bring you business. A catalog or business card won‘t recruit a new person for you. People won‘t say, ―Oh look, I see your nametag: I want to have do business with you.‖Dana Phillips is an internationally knownexpert in Direct Selling. She co-authored Learn to open your mouth in all sorts of situations, circumstances, and opportunities. YouDirect Selling 101, a bestselling audio CD might want to talk about your product, have your catalog in every restaurant you go to. Itfrom the Time Warner series, Coach in a could be as simple as this: when the waitress comes up, admire her, give her a sincereBox. Dana coaches direct selling leaders, compliment, ―you‘re just such a friendly person and I don‘t know if you even know aboutand consults with direct selling companies. my product XYZ, but I‘d love to give you a brochure.‖ Then ask her for a number so youLearn more at TeamConnections.org. can follow up. 28 MarketingInProgress.com/RockYourBusiness
  • 29. One of the most successful tips I give my clients is to put yourself in a contest. Life is acontest. It‘s always fun. So you can always announce to people: ―I‘m in a contest. I‘mtrying to talk to five people today about our wonderful product. May I tell you a little aboutmy company?‖Another game you can play to help you remember to start conversations is the ―Five PeopleHere Game.‖ When you go into a store or a mall make a decision that you are not leavinguntil you have the name and the number of five people. One sales leader told me she wentinto the grocery store playing this game and she was shocked by the amount of time thatshe was in the store. The reason she‘d spent an hour is because she booked three parties, allbrand new people she had never met. It was her enthusiasm and the fact that she wastalking to people and opening her mouth.―If it is to be, it‘s up to me.‖ You are the CEO of your company. You are the owner of yourbusiness and if you don‘t open your mouth, nobody else is going to. Recognize that youhave something terrific to offer, and realize that there is business everywhere. Go and get it;open your mouth. 29MarketingInProgress.com/RockYourBusiness
  • 30. Give your brand a soul By Cynthia Smoot Last year, you probably jumped into social media and started a Facebook page and created a Twitter account for your business. You started pushing out your marketing messages with wild abandon and waited for the customers (and their money) to come pouring in. A year later, youre scratching your head and wondering what all the hype was about. Social media is not traditional media. So quit using it that way. Its called "social" for a reason. Think about what you like to see on these sites from your human counterparts: funny pictures, birthday shout outs, witty quips or funny remarks about something in the news... Its the things about a person that makes them human and relatable that make you feel connected to them. If you want to see more than just mild success on your social media channels, your brand needs a soul. And while were at it, give it a personality too! Talk about something other than yourself once in a while. Reach out to others and comment on their posts, talk to people about things other than your brand or the products you sell. Turn yourself into aCynthia Smoot likable, relatable, engaging voice and you will have a much better chance of creating thoseSocial Strategist and Marketing "brand evangelists" youve been hearing so much about.ConsultantGangway Advertising Its no different than what I tell my young son, "To have friends, you have to first BE a@GangwayAdv @OhSoCynthia friend worth having". 30 MarketingInProgress.com/RockYourBusiness
  • 31. Just Communicate By Travis Dahle If there was one piece of advice that I could give people when it comes to their business it would be this: Just Communicate. If you understand this one simple concept, you can see your business explode. Just Communicate has several concepts. First, your presentation is about you – not about how awesome your project/service/idea is. If you are going to give a presentation about your business or your new idea that you are trying to get funding for, people are going to buy into you – not the presentation. That means that you have to be able to communicate your idea to those people. Unfortunately, most people think that they have to pour as much information in as humanly possible because they want to make sure that nothing is left out. Congratulations, you just added a few more deaths to the PowerPoint pile. Keep it simple, short and to the point. If you need some tips or suggestions, either go here (dahlecommunication.com), here (presentationzen.com) or here (ethos3.com). When it comes to presenting those ideas, delivery is a key aspect to success. While there is a lot that goes into being an effective presenter, some suggestions include: prepare, practice and beTravis Dahle has a passion for confident. Again, a lot more goes into it, but that‘s a start.communication that borders on obsessive -just hope that you are not speaking in front While ‗Social Media‘ is great, most people don‘t understand how to use it forof an audience with him in it because hell communicating with people. The largest are of course Twitter and Facebook. These two canprobably be analyzing what you are doing! speak for all of the various ‗Social Media‘ out there. While Twitter and Facebook have theHe works on spreading his gospel on the potential to reach out to your customers, too many people use it as a marketing tool insteadimportance of good communication on his of a communication tool. Social media is a way to have a conversation with the people whowebsite at DahleCommunication.com. are either buying your products, using your services or buying into your business. It 31 MarketingInProgress.com/RockYourBusiness
  • 32. shouldn‘t be about how many people will see your latest press release or your latest couponfor a product or service. What you should do is engage in the community and communicatewith them.Another aspect that people struggle with deals with cell phones. While cell phonetechnology is great and it has allowed us to have access to the internet 24/7, access to our e-mails, texts, twitter updates, Facebook updates and the latest news – it has actually hurt ourability to communicate. When you are talking to someone face-to-face, don‘t treat them likethey are secondary to your phone. The problem is a lot of people feel an almost Pavlovianreaction to their phone when they hear or feel their phone go off with some type of e-mail,text or update. When you check your phone while in a meeting with someone, you aretelling them that they are not important – your phone is. Stay focused, keep communicatingand check your phone later.So remember, Just Communicate. If people would follow that simple mantra, their businesswould do much better. Presentations, social media and face-to-face communication canmake or break a business. Use them effectively and succeed. 32MarketingInProgress.com/RockYourBusiness
  • 33. A Marketing Plan Matters By Jennifer Fong As an entrepreneur, you‘re responsible for everything. From the important client meetings to scrubbing the toilets, it‘s often all you. And because of that, we often focus more on the actual execution, rather than the ―luxury‖ of planning. And this can really come back to bite you, especially when it comes to your marketing. If you‘re using social media to market your business, you might find yourself sitting in front of Facebook or Twitter each day asking yourself, ―What should I post today?‖ The problemJennifer Fong is a direct sales and social with this approach is that it prevents you from being strategic in your communication.media corporate consultant and speakerthat helps companies put into place astrategic social media presence that brings We all know that the ultimate goal is more sales. But we also know that ―buy my stuff‖ ismeasurable results. She blogs regularly not the kind of communication that works through social media. Instead, it takes a gradualabout ways that business owners can use approach over time. But if you‘re not planning that slow build that builds trust with yoursocial media effectively market, how on earth will your social strategy be effective?at http://www.jenfongspeaks.com. She alsoprovides regular information on the waysthat direct sales companies can use socialmedia effectively A marketing plan matters. You should be planning at least 3 months in advance what youat http://www.jenfongmedia.com want to communicate about your business. Are there holidays coming up that you can use(Launching Spring 2011). as part of your marketing? Do you have specials, promotions, or other offers that can be highlighted? Will particular topics be of interest because of something going on in your community? 33 MarketingInProgress.com/RockYourBusiness
  • 34. Your marketing will only work if it communicates the right information at the right time. Maybe it‘s not an earth-shattering new idea, but planning is neglected far too often by busy entrepreneurs. Plan 3 months ahead each quarter of this year, and watch how much more effective your marketing will be. HOWDY PARTNER By Tracey A. Altman With small budgets and lean staffs, finding partners to share your promotion with is aTRACEY A ALTMAN is currently vice strategic advantage from your competitor. When thinking of partners, dont think of just thepresident of marketing for Wholly Dip obvious ones.brands, including Wholly Guacamole,Wholly Salsa and Wholly Queso. She has Who shares your target? Who shares your brand personality? Who compliments yourover 20 years experience (but doesnt look brand? Who stands for something you would like to stand for? Are you equal brands? Orthat old) working with all kinds of brands, are they bigger? You bigger?including Nokia, Haggar Clothing Co, What assets do you both have to trade with and capitalize on? It can be a big program - ads,Virgin mobile, Pizza Hut, etc. Tracey has events, etc., or a small program - Facebook cross-over promo. Start slow and see how thelearned one thing: great marketing isabout research,insight and guts. brands work together first…Check out facebook.com/whollyguacamole … and then go bigger.or linkedin.com/traceyaltman. I partnered a bread company with a sneaker company a few years back. On the surface, doesnt work. But we were both targeting moms and the bread company gave the sneaker company exposure in the grocery. The sneaker company gave the bread company exposure 34 MarketingInProgress.com/RockYourBusiness
  • 35. in malls. Message: healthy kids are important. Eat well and exercise. Great campaign and scored tons of moms joining their websites and becoming brand advocates for a long time. I also partnered Pizza Hut with the Florida Police Department. What was I thinking?! It was during the "buckle up campaign" where police officers were stopping consumers to make sure they were buckled up. For the police, this was a safety message that had a negative connotation to it. So Pizza Hut used it to launch a new pizza - and make a negative message into a positive message - if they stopped you, and you buckled up, you got a free pizza! Consolidate To Dominate By Roland Gilbert It can be overwhelming to think of the myriad of ways to advertise a product or marketRoland Gilbert is an Associate Director of your ideas today. Dozens, if not hundreds, of traditional and non-traditional mediums areCommunications at Highland Park at our disposal. Broadcast radio and television, magazines, newspapers, newsletters, e-Presbyterian Church in Dallas, Texas. He,his wife, and three kids, live in Wylie, blasts, websites, blogs, Facebook, Twitter … just to name a few. Some are extremelyTexas. expensive, and some are pretty cost-effective. But winning big doesn‘t mean that you need to conquer them all to stay connected to your audience and have a meaningful conversationRolandGilbert.com and mutually profitable relationship with them. In fact, and it may seem counterintuitive, I believe that if you were to focus your efforts and actually reduce the number of different channels of influence you‘re using this year, rather than increase them, I think you‘ll see tremendous results. This is an approach that requires 35 MarketingInProgress.com/RockYourBusiness
  • 36. neither reducing your budget (when would you ever get it back if you didn‘t spend it all,right?) nor needing to ask for more money (how likely is that request to be granted in thiseconomy, right?).For example, I once heard a concert promoter lament that he‘d ―wasted‖ a lot of advertisingmoney using three different radio stations trying to get butts-in-seats at the show. I thoughthe‘d have done much better focusing the same amount of money into just one station. He‘dhave achieved a much better frequency (the number of times a person hears an ad) andprobably gotten a better response from just one audience hit hard than attempting to reachthree hit lightly. I would have advised him to dominate one station.Consider your current communications strategy and ask yourself some questions. Howmany different means am I attempting to use right now? Do I feel like I am mastering themall or is it overwhelming and frustrating? Is my audience seated around all of these tables orjust a few of them? Which tables do I really need to pull my chair up to? If it seems likeyou‘re always a few steps behind in successfully using all of these means, you may need tomake some hard decisions and cut some things loose.You may be a candidate for consolidating your mediums and focusing your efforts – usingthe exact same budget you already have – to increase your rate of return. I know how hardthis is in light of all the newest and greatest high-tech gadgets and social mediums poppingup on the horizon every few months. I am continuously fighting the urge and temptation tostay on top of it all. But saying ―no‖ to some good things will allow you to say ―yes‖ tosome better things. You will also need to be able to discipline yourself to remain a―committed marketer‖ and place more of your eggs into fewer baskets – and watch thosebaskets!Some say, ―Less is more.‖ I‘ve also heard it suggested that, ―Less is better.‖ I believe that ifyou can bring yourself to consolidate your communications channels, and dominate fewermediums, you will reap huge rewards. 36MarketingInProgress.com/RockYourBusiness
  • 37. Recognize Your Hero Potential by Lisa Robbin Young Originally, the title of this post was "Value Yourself" because there seems to be a preponderance of people in direct sales that suffer from horribly low self-esteem. But I didnt want people to get caught up in their own self-worth, when the fact of the matter is, YOURE ALREADY AWESOME. Your customers love your product, your company, and see you as some kind of expert in both. You are their hero. Think about that for a minute. You are a hero. You take risks, you venture forth, into uncharted waters, not knowing whats around the next corner. You reap rewards, you helpLisa Robbin Young is a multi-passionate people, you change lives.speaker, trainer and coach working withleaders and entrepreneurs to help them You decided to be a hero the minute you became an entrepreneur. But not just any kind ofdiscover their own hero potential, bringing hero.them the courage to take the next step ontheir journey to success. She is the founder An ACTION hero.of DirectSalesClassroom.com, a Think of the greatest action heroes of all time. Like them, you have a little technology oncomprehensive online training center for your side, a whole lot of grit and determination... and chances are good youre going to getdirect sales professionals. Her new project banged up a bit on the journey.for entrepreneurs,BusinessActionHero.com, launches in Business - especially being an entrepreneur - has ups and downs. We get banged up, beaten2011. Lisa can also be found on twitter up, scratched and dented. Still we rise, learning from our blood, sweat, and tears, how toat twitter.com/lisarobbinyoung. make our passion a going concern. 37 MarketingInProgress.com/RockYourBusiness
  • 38. And also like the action heroes of the big screen, you have a mission, a passion to serve agreater good in the world. To find your own "holy grail", leave a legacy, and make the livesof the people you serve that much better.But the key to being a hero isnt found in believing in yourself. The key to being a hero liesin taking action. DO something - anything. Do it better, do it differently, do it with class. Itsabout action, not perfection.This is not a license to be sloppy. Its an invitation to do your best work for the people thatsee you as their champion. Who wouldnt want to be a hero in that case?Stop questioning your abilities. Get over yourself and see how heroic you really are. Use thetools you have in your marketing bag of tricks to create a marketing plan for the year, builda solid book of business, and propel your organization to the other side of the chasm thatstands between you and direct sales success.What are you waiting for? Be an action hero in your own business, and your value cant helpbut be revealed to everyone around you. 38MarketingInProgress.com/RockYourBusiness
  • 39. Using Referrals to Grow Your Business By Brad Linder We run a health and fitness program in Coppell, TX. We offer a few different services when it comes to looking, feeling and performing better like boot camps, personal training and a program called the 24 Day Challenge. Our main service, though, is what most people call ―Boot Camp‖ that runs year-round and is designed to give a person all the tools needed to get started on a plan, regardless of fitness level. With a business like ours that promises weight loss and fitness results, it is very important that the client or customer knows, likes, and trusts us before making a decision to join us or not. We have great numbers of retention once we get a client because of this approach. We have had the most success growing our business with a program we call Referral Rewards Program. Since our fitness boot camp is done in a group atmosphere, we create a friendly fun environment that creates motivation, encouragement and inspiration. People end up making new friends and enjoying the process of trying to start getting in shape andBrad Linder the progress along the way of reaching new health and fitness goals. It is no wonder that theCEO, Get You In Shape best way for us to attract new customers and clients is to have a huge incentive program forGetYouInShape.com referrals. 39 MarketingInProgress.com/RockYourBusiness
  • 40. Our Referral Rewards Program allows all our clients to bring friends, family, neighbors andanyone else to try a session out for free. The people they bring are already hearing what ourprogram has done for our client so we are one step closer to having that potential new clientknow, like, and trust us. We know that our typical client will most likely want to have extramotivation by helping someone they know join our program. Why not give them a littlenudge by offering some great incentives for referring people to our program? Offering a freesession or try-it-before-you-buy session is a great way for them to casually check out theprogram before they commit to it. This allows us to get them to know, like and trust usbefore they purchase anything.People love discounts and having a Referral Program is also another way to help them getdiscounts on our program. We have a few referral incentives and we also have contests forthe most referrals. One month we had a contest to see who could bring the most people totry a session out over one month. The winner got a free month of boot camp. This allowedus to get a lot of new people checking out our program and led to a great month of newclients or customers. Our regular Referral Rewards Program gives our clients differentdiscounts based on the amount of people they bring to us that join our program. No matterwhat type of service you have, the referral program can and should be used to help growyour business. 40MarketingInProgress.com/RockYourBusiness
  • 41. What’s Inside Your Website? By Sam Merrick Are you spending enough time thinking about what‘s inside your website? Have you spent hours and hours thinking about how it looks on the outside but skipped over the content? Sit down and read through your website as if you were a prospect for your business or organization and ask yourself a few questions: 1) Is it clear what your business or organization does? 2) Is it easy to determine how to contact you? 3) Do any pictures or graphics stick out in your mind? 4) Would you contact your company? 5) Are you bored? 6) Are you confused? How did you do? I‘m going to give you a few tips on how to improve these areas of your website. Clear Call Outs – Make sure your phone number is easy to see and sticks out and shows upSam Merrick on your mobile device so users can just click and call you. If you use a contact form, makeDirector of Search Marketing sure that link is clearly visible and not stuck at the bottom of your page. Don‘t be afraid toRaeSea Internet Marketing repeat your phone number more than once either. 41 MarketingInProgress.com/RockYourBusiness
  • 42. Graphics and Pictures – Using stock photos is popular because it‘s easy and relativelyinexpensive, but using these images rarely creates any emotional connection to those usingyour website. You don‘t have to use perfect photos…you want to look human and real.Faces are important and interesting. Also, graphics that depict what you do and how youdo it are effective and memorable.Arrange Your Text – Paragraph after paragraph of text is just boring and easy to skip over.Using headlines, bullets, pictures, and icons to break up the content is very common butdon‘t stop there. Put the most important text at the top of your page. Put the first thingsyou say to customers in a meeting at the top of your web pages. Pitch your service. Tellthem what you do and why they need to use you before they click to another website. Ifyou are using an intro paragraph with a lot of fluff then they may never make it to anythingelse on your web page.If you are having trouble with this, then try this simple exercise: Close your eyes andpicture your website. What things do you see and remember? Are there certain lines of textthat you remember? Are those meaningful? Think about these elements and how you canimprove them and what you want prospects to remember.This works for companies who have a lot of traffic from current customers also. Just thinkabout what information and news you want them to find and use so that they stay a happycustomer. It‘s just as easy to close a nice looking website as it is a plain one. But, if you likewhat you are reading…it‘s tough to put that book down no matter how ugly the cover is. 42MarketingInProgress.com/RockYourBusiness
  • 43. Everyone Loves a Contest By Chris Padgett Want a surefire way to create meaningful engagement with your target consumer? Consider a contest tactic as part of your overall marketing plan. Effective contests can be a cost efficient platform to drive awareness and consideration of your brand and drive powerful word of mouth. Contests appeal to a variety of consumer needs including competition, recognition and fun! A contest is ultimately about reciprocity. The contestant gets something of perceived value for participating and the contest holder gets something of perceived value for facilitating the contest. If you choose to pursue a contest tactic as part of your marketing plan, here are five foundational questions to address as you design the contest: 1. What situational opportunity or issue does the contest address? Contests can take on all shapes and sizes and ultimately must create meaning for the contestant. 2. What’s in it for the contestants? The bounty for the winner(s) must be big enough to matter.Chris Padgett is CEO of Zeitgeist LLC,a growth company that helps 3. What are the rules of the contest? All contests have rules. Think through all possiblecompanies, communities and contestant scenarios.individuals envision and achievegrowth. Learn more at 4. What resources are required to enable success? Successful contests often assume aignitegrowth.com . life all their own. Thinking through how you will administer the contest for the 43 MarketingInProgress.com/RockYourBusiness
  • 44. duration will ensure success. If you don‘t think you can do it alone, consider bringing on board a partner to ensure success. 5. How will you spread the word? Although the best contests spread quickly through word of mouth, identify the best places to promote your contest to your target audience. Ultimately, a contest can be a way for you to raise awareness and consideration of your offering and when designed effectively – subtly convey the soul of your brand. Localize Online By Jack Monson Retail & restaurant chains, franchise systems, and any organization with a distributed sales force should create individual, local Fan Pages, Twitter accounts, and local blogs for each individual location or outlet.For more info on how my clients are Many brands are focused on building a large following on the national or corporate brandbenefiting from localized pages, reach me site(s) and are not setting up local pages. It‘s my position that local pages are better atvia JackMonson.com and for details on competing for consumers‘ attention and are more likely to convert fans to customers than atools companies are using to empower their vague corporate page. A localized page or stream is more relevant and gives more valuablelocal outlets, visit Engage121.com. content to consumers. 44 MarketingInProgress.com/RockYourBusiness
  • 45. How Selling and Prospecting in Network Marketing Has Evolved By Janette Stoll In the last couple of years, a lot of new players have entered the network marketing field. With so many new companies hoping to lure away top recruiters or attract people with their "ground floor opportunity" – it will become increasingly more competitive for network marketers and direct sellers. It‘s no longer enough to rely on your warm market or even your local community to build your business. With cheap technology and the popularity of Facebook, Twitter, LinkedIn, and other social networks, you don‘t have to rely on people you know for business. That‘s not to say it‘s not a good place to start, but any serious entrepreneur knows that they can‘t build a long-term business if they‘re not leveraging as many resources as possible. Given the internet‘s immense potential to reach people so quickly, easily, and at any time –Janette Stoll is a WAHM and teaches it‘s not surprising that you‘re seeing more Facebook ads from direct sales and networkdirect sales entrepreneurs how to leverage marketers.the internet to build a home-based And with the recent "Google slap", top distributors lost a ton of traffic that was coming frombusiness. Visit Janette at Google. This unfortunate event opened a whole new level of playing field for new people toMarketingDirectSales.com. compete online with the top recruiters. 45 MarketingInProgress.com/RockYourBusiness
  • 46. First, if you‘re a network marketer and not online yet, I don‘t think there‘s an option NOT toget on board, unless you plan on building your business laboriously with offline marketingalone.Not to mention traditional marketing is also expensive. With cheap technology and so manyways to attract leads online, why wouldn‘t you want to tap into this vast online pool ofleads?But attracting leads isn‘t as simple as joining a bunch of social networks or putting togethera blog. It still comes down to this …What differentiates YOU from other network marketers and what are you bringing to thetable? Your sales and marketing pitch almost have to be remarkable to attract attention thesedays. Value is the holy grail of internet marketing today. Everybody talks about value andmaking real connections, but how does a newbie go about doing this?Even though there‘s a lot of ways to ―do‖ online marketing, I think content marketing andusing strategic keyword-based marketing will be vital to a network marketer‘s success.Content creation, unlike paid advertisements, can be re-purposed into different mediumsand broadcast on multiple channels to build your business.The significance of this is that even if top networkers spend loads of money on paid ads todrive traffic to their sites have content that sucks or is too "salesy", people will click awayfrom their site.The days of pitching to your prospects are over. Nobody wants to be interrupted. Mostproducts aren‘t that unique and neither is the compensation plan. In fact, they‘re all startingto blend together. 46MarketingInProgress.com/RockYourBusiness
  • 47. The art of selling and prospecting in network marketing has really shifted to a moreconsultative approach. The most successful entrepreneurs are the ones that put theirprospects first and use their knowledge to solve their prospect‘s pains or help them fulfilltheir dreams.With this in mind, use the talents that you already have i.e. your interpersonal skills,writing, speaking, whatever skills you‘ve got. Package them in value-based form and useyour content to attract your target audience.I think 2011 is an exciting year for network marketers even with all the new players. Forthose that understand how to use content marketing in a strategic way to connect with theirtarget market and combine it with value-based marketing, they‘re in a position to go beyondthe wild west days of marketing that network marketing has traditionally been known for.Want some more ideas to help rock your business?Join us at the Marketing In Progress Roundtable. Newseminars and interviews available for free every month. 47MarketingInProgress.com/RockYourBusiness
  • 48. Don’t over think it. By Mariam Shahab I get it; your project, your product, your point of view consumes your whole world (okay, and maybe that of your significant other and/or roommate) and you want to make it absolutely stellar. But here‘s the thing, your end user just wants you to make their life easier, not absolutely stellar. Your product isn‘t going to change their world. Sure, it hopefully will make life better, easier or even more fun, but it definitely won‘t be life altering (unless of course you‘re creating a time machine). Instead, be a work in progress and tell everyone that you are learning along the way (translation to marketing lingo: be transparent). Absorb and dissect every piece ofMariam Shahab is a Corporate applicable knowledge thrown your way and share it with your audience. I promise, it‘llCommunications gal w/ love for affordable make you and your product seem more human. Say you‘re updating a feature of yourfashion, caramel chocolate, engaging social product, don‘t just announce the new and shiny addition tell your users why you‘re addingmedia, creative innovation & odd numbers. it and what inspired you to do so. Did the inspiration come from a conversation with yourBoston University alum living in Dallas. great aunt Betty or from user generated feedback? Share the juicy details with us! Did you have a release date set but can‘t meet the deadline? Tell us! Don‘t over analyze.Talk to me:@MShahab In short, don‘t be afraid to be perfectly imperfect.mariamsthoughts.commariamshahab.com 48 MarketingInProgress.com/RockYourBusiness
  • 49. People Still Buy Coffee By John Lacy Maybe you haven‘t noticed, but it would seem that we are experiencing a fairly large economic downturn. If your business or products are regularly featured in the Neiman Marcus Fantasy Gift Money-Is-No-Object Catalog, I wouldn‘t worry about it. In fact, you really have no reason to read further. But for the rest of us, these times are a bit tougher than we‘ve gotten used to over the past few years. Prices are up, credit is tight, jobs are scarce, equity has been stripped (and spent), and people aren‘t buying. I‘ve noticed a change. Our clients certainly have. One of those clients and I were brainstorming over a cup of coffee the other day (not six dollar frappe-latte-chinos mind you, just good ole plain coffee) and our conversation naturally turned to the challenges he was facing. He is trying to grow his business in this rough economic time and is at a loss as to where to focus his marketing dollar. His worry is that he provides a lower end ―luxury‖ service and his past customers are no longer buying. ―Competition is disappearing, but what good does that do if the customer is as well? ShouldJohn Lacy, Lead Coffee Drinker I start looking for a cheaper product or slash my prices?‖ As I listened, it dawned on me thatfor RaeSea Internet Marketing, that is exactly what he should not do. He really needed to just to present his brand in araesea.com different manner to a new group of buyers. 49 MarketingInProgress.com/RockYourBusiness
  • 50. For so long consumers have had no problems spending fairly large amounts on big ticketluxury items or extravagant recurring services. But as the discretionary spending of manyhouseholds declines, the first things to go are the ―big‖ spends: Couples are decidingagainst the trip to the Caribbean and instead planning ―Stay-cations‖; exploring themountains in the next state from the beauty of a small cabin. The four year old SUV mighthave to be kept a few years before replacing it with a newer model, but get it a gooddetailing, polish and new tires. Maybe cancel the weekly maid service and buy a newvacuum and tools to make cleaning easier, and have the maid only once a month.Ok, maybe that last is a bit drastic, but the point is made. The luxury spend is becoming lessfrequent but is morphing into a more practical purchase. Just remember that consumersARE still spending and we will always see demand for some niceties. The ―luxury‖ itemsjust aren‘t the same as they once were to the same people. If your existing (or now previous)consumer bought your product four each week, or as a basic everyday purchase, focus onfinding several new customers who might see your product as a bit of a luxury, but willpurchase once a month.So instead of deciding to offer your product at a cut-rate price point to the same consumer,simply offer your product to another group as its new luxury service or discretionary spend.Products that are (or were) once a ―must have‖ or basic service to one demographic caneasily be marketed as a splurge to another.No thanks on the Frappe-latte-chino; just black and leave room for sugar and cream, please. 50MarketingInProgress.com/RockYourBusiness
  • 51. Make Your Prospect The Star: Interactive Video By Guy Shalev In 1980 if you looked at the top of US and British music pop charts you would have seen that clearly "Video Killed the Radio Star‖ (song by the British group The Buggles). Well…here we are in 2011 and it appears that interactive video reigns supreme as the next killer marketing tool. According to a recent study by Dynamic Logic, video outperforms virtually all other formats in aiding brand awareness, online ad effectiveness, brand favorability, and purchase intent. Imagine taking 1-way video to the next level in the form of 2-way communication. This means making it speak in a relevant, engaging and timely language with your prospects or customers all while capturing and analyzing their actions in real time. This is the basic premise behind interactive video and it‘s significantly changing the wayGuy Shalev is the Chief Innovation Officer businesses market to and interact with other businesses and consumers.of Wired World Media, based in Denver,Colorado. WWM is a being-based Internet Interactive video is generally defined as merging actionable elements with linear video –development company committed to giving the user the power to choose how they want to interact with the content. This resultsconceiving and executing innovative niche in transforming the viewer from a passive watcher to an engaged participant and in someonline business concepts. cases the star of the show. 51 MarketingInProgress.com/RockYourBusiness
  • 52. What does this new technology mean for marketers? Here are just a few of the manybenefits: 1. Marketing experience becomes highly relevant and exciting for everyone 2. Viewers are more likely to take action since they are interested and engaged 3. Videos can be customized ―on-the-fly‖ and thus become inherently viral 4. Interactivity is the norm for the video game generation – they are quick to ignore anything less 5. Reach, effectiveness and ROI are highly measurable via detailed analytics 52MarketingInProgress.com/RockYourBusiness
  • 53. Ah...the App! By Karen Orem Technology is moving us forward so quickly; sometimes its hard to imagine whats just around the corner. Its been said many times that if you are basing your marketing and selling on information from five years in the past, then you are out-of-date and not in touch with the times. Although I tend to agree with that to an extent, sincerely serving a customer by wanting to help them, knowing your product and being able to repeat successful processes with a great reputation still holds true. Im a strong believer in relating to your customer, with that ultimate goal of having each customer for life. So where does that leave us with new technology and old values in 2011? What is the best way to reach out? What are the best choices? How can you present yourKaren Orem received her certificate of uniqueness to potential customers on the other side of the world, with the same attentiontraining from the DSWA’s ELITELeadership Course. She is also a coach-in- you can give a customer walking into your office? Wheres it at in 2011?progress and specializes in inspirational I feel the hottest and best way to reach out with your business, "your unique you," isand motivational writings. You can find through the wonderful world of apps. For those of you who havent experiencedblog posts by Karen through Team downloading an app to your phone or tablet and seeing the value in it, you are certainlyConnections, the DSWA’s Direct Selling missing out. Apps can be used in every market and the only limitation is your imagination.Notebook, and Marketing in Progress.Karen is in the process of writing an eBook Consider the following:on weight-loss, developing a specializedsocial media site, as well as developing a  the "free app" - allows your customer to try-on your company, see what youlow-cost opportunity for parents of teens. have to offer and see if its worth their time and trouble;You can share with Karen at her blog,Peace and Prosperity, and reach her atpeaceandprosperity.01@gmail.com. 53 MarketingInProgress.com/RockYourBusiness
  • 54.  the "low-cost app" - extends that extra something special about your company or service which isnt just given away;  the "user-friendly app" - making everyday life easier;  the "follow-up app" - where you help your customer keep track of their purchase, how-tos, and support;  the "loyal customer app" - with special savings presented to those wonderful repeat customers;  the "affiliate app" - getting extra-savings or commission on recommendations;  the "big-gun apps" - expensive, but worth it! These are serious downloads (i.e. GPS Systems, and the like);One of the biggest advantages to apps is that it can put you on the same level playing fieldas a big company. The entrepreneur can create a remarkable following, and gaining contactinformation such as emails to connect to in the future is of great value if handled ethically.There is no denying that the smart phones and the tablets are a huge market these days andbig players that are, once again, transforming our technology, but dont forget that littleicon, that specially created uniquely made app that makes the smart phones and the tabletswinners.I hope you are considering all the possibilities these wonderful downloads can provide.How can you use an app to increase your bottom-line, gain customer loyalty, and keep trackof your customers habits within your market? Schedule some time to explore this newfield, it can definitely strike-up a win for you and your customer! 54MarketingInProgress.com/RockYourBusiness
  • 55. Holiday Marketing Ideas for the Whole Year By Sarah Petty Editor’s note: Yeah, this post has to do with the holidays. So you might be tricked into thinking these ideas don’t apply the rest of the year. You’re wrong. Sarah’s tips below are too good to reserve for just the end of the year. Do this stuff year-round.Sarah Petty eats, sleeps and breathes smallbusiness marketing. She started her career As a small business owner, if you are planning to send a generic, pre-printed holiday cardin marketing at Coca-Cola Enterprises, with your business name imprinted on the inside, don‘t bother. However, if you want to useearned a University of Illinois MBA and your holiday card to build your brand and help grow your small business, all you need isran the marketing department for a top some creativity and a little bit of time.local advertising agency for years. Only By physically mailing an emotional sentiment that is NOT a sales message to your databasefive years after opening a boutique of clients, you are making a non-intrusive, emotional connection. The impact: people getphotography studio, she was named by TheProfessional Photographers of America as excited enough to brag about you, everyone is buzzing about your business at holidayhaving one of the most successful studios parties, and you reinforce the power and charm of your brand.in the country. She is also founder of The Here are five key tips to creating a more engaging holiday card to create love for your brandJoy of Marketing, where she is dedicated to during this emotional time of year.teaching other small business owners howto grow their businesses with amazing 1. Use relevant and creative photography.marketing strategies. Check out her smallbusiness marketing ideas at Rather than presenting a generic image of a random holiday scene, work with a localthejoyofmarketing.com. professional photographer to create excitement with interesting, creative and relevant 55 MarketingInProgress.com/RockYourBusiness
  • 56. photography. I am a fan of creating emotionally charged images of your family to share onyour holiday card because it gives your clients a personal connection with you.2. Make it interactive.The more you engage your clients, prospects, friends and family, the more they develop aconnection with you. Give your community something to do with your card other than lookat it. If it can spin, twist, talk, jump or sing, all the better. You want your card to be the mostimpressive on the mantle when holiday party guests arrive at your clients‘ homes or offices.If you have more time than money, take time to embellish your card on your own.3. Pour on the emotion.If your words don‘t elicit a feeling or emotion, you might want to find other words. ―HappyHolidays‖ just isn‘t enough to bring people to tears. The mood is already set for you thistime of the year. The words included in your card with gorgeous photography must evoke afeeling of love, warmth or gratitude so you can tap into the heartstrings of every viewer. Ifyou aren‘t a creative wordsmith, hire a professional copywriter, trade with a friend who is astrong writer or solicit quotes from some of your favorite clients.4. Make the effort to write a hand-written, personal note.If you can create a mind-blowing creative holiday card AND write a personal note in eachone, WHOA. There isn‘t much that can top that in the race for thoughtfulness and sincerity. 56MarketingInProgress.com/RockYourBusiness
  • 57. 5. Have a JOY factor. When you go above and beyond what is expected with your holiday card, the feeling you create with your clients, prospects, friends and family transfers to your brand. You may have heard of the ‗halo effect‘ and that‘s exactly what happens when you send a heartfelt, creative holiday card. People believe that if you give this much attention to detail and love to your holiday card, you must be delivering this extreme level of expertise in your business. Is This the End of the Start? By Steve Sammartino You can probably remember back to a time when websites were tagged on advertising or with addresses in their full glory: http://www.xyz.com It then became www.xyz.com followed closely by xyz.com. In the early phase of the web we had to direct people to our sites overtly in our communications. We had to spell out exactly where to go. This evolved further to the phrase ‗Google us‘ which is the modern version ofSteve Sammartino is founder of ‗Find us in the yellow pages.‘ And the most recent iteration we are seeing is the SocialRentoid.com and blogs regularly at Network, aka Facebook, becoming the directory of choice. Many brand advertisements areStartupBlog.Wordpress.com. now using Facebook as their sign off: 57 MarketingInProgress.com/RockYourBusiness
  • 58. facebook.com/brandxyzMore recently, ‗there‘s an App for that‘ and the success of the itunes/ app store platform isdoing the same thing in smart phones and mobile devices.Is this start of the end of the open web, the Wild Wild West (www)?Are we moving back to controlled media channels where we have to play in otherorganisations spaces?Is this what we really wanted? Or is it just the natural evolution when there is just too muchinformation available? It feels a little like we‘ve let other people take control of removing theclutter in our life. We‘ve stopped leading and started following. It makes me wonder if thereis a limit to the number of information channels we can follow. If Dunbar‘s number tells ushow many meaningful relationships we can have, which incidentally is under 150 - is therea media channel equivalent? It feels like there should be. It scares me to think controlledmedia is making a very big comeback – sure we generate the content, but we don‘t own theforums. I just hope this latest iteration of the web is temporal and it doesn‘t stifle the greatperiod of innovation we are currently experiencing. The thing all entrepreneurs need toremember is that the barriers to any digital innovation have never been lower, and nobusiness is all powerful. 58MarketingInProgress.com/RockYourBusiness
  • 59. Generosity Campaigns: A New Approach to Advertising by Christopher Thiede If you‘ve never heard of Pomplamoose, chances are you‘ve seen them. They are an indie music duo who was featured in Hyundai‘s 2010 Christmas advertising campaign. Over the years, they‘ve sold hundreds of thousands of songs through their Web site and iTunes and have nearly a quarter-million subscribers to their YouTube Channel. No big-time record contracts or nationwide tours. Their success holds a lesson for entrepreneurs in nearly all walks of life. They gave stuff away for free. They used their music to promote causes they cared about, giving away free MP3s of their songs and albums to people who donated books to a local school, or farm animals to people in Africa.Chris is president and owner of BuildCommunications LLC, a branding & PR Through their Generosity Campaign, they expanded their audience. Their ―advertising‖firm that specializes in the home building was their generosity.& remodeling market. Advertising, in its conventional form, is becoming less and less effective as a means ofOn the Web: attracting new business. Think about all that goes into creating an effective ad campaign.www.buildcommunications.com. You have to hire an agency or a creative firm to come up with an idea and produce the ad.E-mail: chris@buildcommunications.com. Then you have to place the ad in media – print, broadcast, online, outdoor – many, manyTwitter: @chris_thiede times in order to even have the slightest effect on awareness. And you have to compete for the audience‘s attention with all the other advertisers in the world. 59 MarketingInProgress.com/RockYourBusiness
  • 60. And you spent lots of money. Lots of it.That‘s not to say advertising never works, but for entrepreneurs and small businesseswithout unlimited budgets, Generosity Campaigns can be more cost-effective. The more yougive, the more you‘re likely to get in return.For the record, I‘m not talking about just giving away your products or services will-nilly.I‘m talking about offering help in the form of products, ideas or advice - related to your areaof expertise - to people who are likely to benefit from it, in ways that are likely to increaseyour influence among your target audience.How you go about it depends on your specific situation. Like Pomplamoose, can engageyour audience to support a worthy cause. You can donate your products or services to helpa non-profit organization that works in your industry. You can even offer free advice topotential customers.A Generosity campaign is far cheaper than advertising, and can be more effective. There isless cash outlay because it usually involves just your time and expertise. It allows you toshowcase your capabilities. And it allows you to build goodwill and trust among yourtarget audiences.All you need to do is make sure the campaign harnesses your passion and talents, otherwiseit will seem insincere. And of course, the campaign should raise your profile among peoplewho are potential customers.Being generous is great, and if it allows you to become more successful, then you can beeven more generous in the future. 60MarketingInProgress.com/RockYourBusiness
  • 61. Come Hell or High Water By Brett Duncan Let me blunt, entrepreneur. Your problem isn‘t ideas. It‘s not social media, or your website. It‘s not even customers. Your problem is commitment. Your problem is you confuse business with busy-ness. You think success is measured by the size of your to-do list. You think the best option is lots of options. And you’re confused when it comes to commitment. Don‘t worry; you‘re not alone. This isn‘t just an ―entrepreneur thing.‖ It‘s a human thing. People logically know that focus and commitment are effective, but they don‘t really believe it. So they don‘t do it. Here’s how you can cure your commitment issues: create a “hell or high water” statement. You know, a sentence that starts like ―Come hell or high water, we‘re gonna do this.‖ A line in the sand that promises that this thing is gonna happen regardless of what else goes on. Most people who know what they‘re talking about think the term ―hell or high water‖ cameBrett Duncan blogs regularly at from cattle drives, where cowboys would wade through rivers and suffer through theMarketingInProgress.com, where he shares prairie heat on their way from Texas to Kansas. The conditions were tough. But it didn‘ttips and ideas on how to move your matter, cuz come hell or high water, that cattle was gonna end up in Kansas.marketing forward. He also put this lil’ebook together. Follow him on Twitter: I bet those cowboys would even throw in some profanity, just to make the point.@bdunc1. 61 MarketingInProgress.com/RockYourBusiness
  • 62. This is what you gotta do. Figure out that handful of stuff you are committing to, right now.Then make a ―hell or high water‖ statement out of it.―Come hell or high water, I‘m launching my membership site next month.‖―Come hell or high water, I‘m blogging three times a week this year.‖―Come hell or high water, we‘re gonna increase customer retention by 10% this year.‖Want an idea to actually happen? You gotta sell out to it. You gotta commit.Come hell or high water. 62MarketingInProgress.com/RockYourBusiness
  • 63. The End (unless, of course, you join us at the Roundtable. Register now for free.)Thanks for reading. Hope you enjoyed this free ebook. If you wanna thank the authors insome way, here are some ideas: 1. Subscribe to their blogs. Leave comments. Follow them on Twitter. 2. Share this ebook with at least five people you know will dig it. 3. Put at least one idea to use, and let us know how it ended up. Just leave a comment on this page: MarketingInProgress.com/RockYourBusiness.Thanks again –bd 63MarketingInProgress.com/RockYourBusiness