Are you confused about
your on-line strategy
This presentation will help you
navigate your way through the
confusing maze of options on the
I’ll give you 27 questions to help
you decide what’s right for you
and your business.
So let’s begin …
When I was in high school, I
learned that the gravitational
force between two objects
depends on three things: The size
of the first object, the size of the
second, and how close they are
to each other.
The same applies to your business.
Your business success depends on three things:
1. You and your business
2. Your market Them
3. Your marketing
Three principles apply to
each of these things …
These are the three about YOU
Show your face,
not your brand
Lead with value,
not with promotions
Invest in reputation,
not in advertising
These are the three about THEM
Build your tribe,
don’t chase the crowd
not products and services
Serve a niche,
not the mass market
These are the three about
Make connections, not transactions
Sell them what not what
they want, you’ve got
Create buying don’t push features
frames, and benefits
So here’s the summary …
You Marketing Them
Invest in Set buying Serve a
reputation frames niche
Lead with Match their Create an
value needs experience
Show your Make a Build your
face connection tribe
Now I’ll ask you three questions about each of these 9 principles …
Show your face, not your brand
People buy from people, so lead
from the front – publicly. It
increases your connection with
your customers, and gives you
a head start over your
Why should they choose you?
What makes you unique? It might be
a combination of things (e.g. the
most experienced real estate
agent serving the XYZ region of
Adelaide). Make sure it is unique,
can be verified, and is something
your market cares about.
How good is your positioning statement?
When you meet somebody for the
first time, how good are you at
expressing your uniqueness in a
compelling way? Look for a simple,
clear answer to respond to their
biggest problems and concerns -
with your unique solutions.
Is your name your domain name?
If your name is Joe Bloggs, do you
own JoeBloggs.com? How about
JoeBloggs.info for your blog,
JoeBloggs.net for your membership
site, and JoeBloggs.tv for your
YouTube channel? Even if your
business has another domain name,
people want to deal with you.
Lead with value, not hype
Be an expert in solving your
customers’ problems, not
just a clever marketer.
What are you the best in the world at?
Seth Godin says (in his book The
Dip), “Be the best in the world. Or
quit”. The good news is that you
get to decide what “best” means,
and you get to decide what
So go ahead – decide!
What is your “signal to noise ratio”?
How much value (“signal”) do you
provide relative to advertising
(“noise”)? For instance, is the only
time clients hear from you when
you send them an invoice?
Aim for at least 80% value, at most
20% promotion. Keep delivering
value, and people will buy.
How frequently are you blogging?
Your blog is the easiest way to
demonstrate authority and record
everything else you do – YouTube
videos, podcast episodes, e-zine
articles, media releases, answering
LinkedIn questions, etc.
My rule of thumb: No more than 10
minutes per blog post.
Invest in reputation, not
Many people will find you
elsewhere on the Internet
before they see your Web
site. Prove you’re an expert
before they visit your Web
Where do they find you first on-line?
People won’t always find your Web
site first, and they don’t always
have time to visit your Web site.
You have to convince them you’re
an expert before they visit your
Web site – on Twitter, your blog,
podcast, YouTube channel,
Facebook page, etc.
What is your social influence strategy?
What’s your plan for tapping into
social media? Will you tweet once
a day, answer LinkedIn questions,
blog, get interviewed on other
people’s podcasts, look for blogs
to comment on, build a Facebook
fan page, or … ? It’s up to you –
but you have to do it!
How much are you leveraging what you do?
Every time I write an article, it goes
on my Web site, my blog, in my e-
zine, on my membership site,
(read out loud) to my podcast,
and sometimes submitted to
How about you?
Build a tribe, don’t just chase the
Build a community of people
around you – your team
colleagues, peers and raving
Who is in your tribe of clients?
Who are the clients and customers
you have an active relationship
How do you re-activate past clients
(who haven’t done business with
you for a while)? How do you re-
connect with lost clients (who
went to a competitor)?
Who has your clients before you?
Form alliances with the other people
who serve your clients and
customers. They can refer work
to you, you can refer work to
them, and you can bring them in
to add value to your tribe.
What would you do if you were the centre of your tribe?
“Corporate anthropologist” Michael
Henderson asked this at a
conference in February 2009.
So what would you do? For me, it’s
about connecting others who I
know should be working with
each other – even though they
don’t know it themselves.
Create experiences, not product
Almost everything else can be
outsourced or duplicated;
Who else is competing with you?
Who is your competition – really?
These are not just the people
offering the same products and
services you offer. No, it’s the
people solving the same problems
you solve – even if their solution
doesn’t look anything like yours.
What can’t be copied in Chindia?
Your product manufacturing can be
outsourced to China. Your service
offerings can be outsourced to
But what experiences are you
creating that can’t be outsourced?
That’s what your customers and
clients are buying from you.
What can you outsource to free up resources?
Don’t complain about foreign
workers eroding your business.
Use them to enhance your
Check out Elance.com, Guru.com
and Amazon Mechanical Turk for
armies of workers ready to do
your work for you.
Serve a niche, not a broad reach
The smaller your market, the
better your offerings for that
market – which means you can
raise your prices, increase your
profits, and virtually eliminate
What makes them a niche?
The most powerful way to niche is
to do it by customer. “We only
do insurance for over 55’s” is
more powerful than “We only do
So, what customer niches do you
serve? And what are you doing
specifically to serve them better?
Who do you like to hang out with?
Life’s too short to spend your
working life hanging out with
people who don’t turn you on.
Start by asking what sort of
people you like to hang out with,
and then look for ways to turn
that into a business opportunity.
Where do they hang out on-line?
It’s easier than ever to tap into your
niche market on-line: Their
industry association’s Web site,
forums and membership sites;
popular blogs; Facebook fan pages;
LinkedIn Q&A pages; Twitter
Which of these are you tapping into?
Make connections, not
Don’t expect your Web site
visitors to buy from you on
their first visit. Build a
relationship that builds their
What is their buying sequence?
How does your selling process
match their buying process? Do
they need a free report first, then
buy an audio CD, then enrol in
your membership site, and only
then buy your whiz-bang product?
Find out your typical customer’s
buying process, and match it.
What are your price points?
Not everybody will buy the high-
ticket item, even if you convince
them it’s worth more than they
pay. And not everybody will be
happy with the low-price item.
So what products and services are
you offering at different price
points, to allow them to choose?
How can they try before they buy?
How can they experience your
offering before they make a
commitment to buy?
Showing a video of your product is
not an experience; giving them a
chapter of your book to download
is a partial experience; giving them
30 days free access is perfect.
Sell them what they want, not
what you’ve got
Your Web site visitors are not
a captive audience. If they
don’t care about what
you’re selling, you can’t
force them to listen.