Do It! Marketing

David Newman

• Éditeur: AMACOM
• Année: 2013
• ISBN:
  9780814432877
• Sujet: Desarrollo personal
• Sous-sujet: Comunicar y hablar en público

Discover the principles, practices, and insider secrets of paid professional speaking success in 77 instant-access "microchapters" that will help you market your smarts, monetize your message, and dramatically expand your reach and revenue.

For thought-leading CEOs, executives, consultants, and entrepreneurs, the true test of your personal brand comes down to one simple question: When you speak, do people listen?

In Do It! Speaking, nationally-acclaimed marketing expert and host of the The Speaking Show Podcast David Newman teaches you how to build a thriving speaking career. Regardless of the speaking venue: in-person events, virtual appearances, conference stages, and any other place where you are being paid to share your expertise with an audience, the powerful articulation of your value, relevance, and impact is what makes experts stand out. But where do you start when you're trying to build your speaking platform?

This book is the definitive guide on how to:

• Develop your speaking-driven revenue streams.
• Quickly commercialize your knowledge in today's economy.
• Bolster your visibility, credibility, and bank account.
• Become a better messenger of your company's message and dominate your marketplace.

Do It! Speaking shows you the inside track on marketing, positioning, packaging, prospecting, outreach, sales, and how to get more and better speaking gigs on behalf of your company, your brand, and yourself.

PART ONE

MARKETING ROCKS

INTRODUCTION

For experts and smart companies who want to stand out from the crowd…

As a small business owner, independent professional, or thought-leading executive who’s looking to position yourself as an expert and maximize your visibility, credibility, and marketing magnetism …

Is this YOU?

You’ve experienced the fact that old-school business development (random cold calling, batch-and-blast direct mail, buying ads and working hard to interrupt strangers) is broken and that there has to be a better way.

You want to win more attention from prospects by positioning yourself as a thought-leading expert and by executing magnetic marketing strategies that pull (not push) qualified, targeted decision-makers into your world.

When it comes to positioning yourself and your company as the experts—and executing the daily marketing tasks to make it happen—you feel there’s too much to do, never enough time, and sometimes you’re not even sure where to begin.

You’d like to eliminate the ups and downs of your feast-and-famine revenue cycle with proven marketing tactics that generate consistent visibility so you become the obvious go-to choice for your target market.

You want to outsmart, out-position, and out-execute your competition so that you stop “marketing by accident,” and you no longer have to just settle for whatever business falls in your lap.

Small business marketing is not a mystery. It’s just a series of simple decisions—and the action steps to carry out the implementation of those decisions—to help you regain the clarity, confidence, and control you need to reach higher levels of success.

Put this book down right now, and grab your FREE marketing tools, templates, and gifts waiting for you at www.doitmarketing.com/book. You will see references to the specific tools, worksheets, and templates you need throughout the book, so you might as well log in, bookmark the resources page, and have over 100 marketing tools at your fingertips. You’ll also get the 21-Day Do It! Marketing Playbook to create your perpetual marketing plan once you finish reading the book.

If you and your business are ready to kick some serious ass, you’re in the right place. Strap in, hang on—and let’s DO IT!

1 STOP THROWING MONEY INTO A MARKETING BLACK HOLE

A stern-looking executive stares out at you from the page in the magazine.

The body of the ad reads:

I don’t know who you are.

I don’t know your company.

I don’t know your company’s product.

I don’t know what your company stands for.

I don’t know your company’s customers.

I don’t know your company’s record.

I don’t know your company’s reputation.

Now, what was it you wanted to sell me?

This ad first ran in BusinessWeek in 1958. And its message is even more relevant today: You must build relationships before you sell.

If you’re investing in trusted advisor marketing (it goes by several other names like inbound marketing, thought leadership marketing, and content marketing), then you’ve probably asked yourself, “How (and when) will this generate a sale?”

And that is the completely WRONG question to ask.

By the time you’re done reading this book, you’ll see exactly why—AND you’ll be able to ask (and answer) much better questions to grow your business right away.

WE INTERRUPT WITH A BRIEF METAPHOR

Asking when your marketing will lead to a sale is like filling up your car’s gas tank and asking, “Why aren’t we there yet?”

Answer: Because filling your car with gas is a necessary but not sufficient step in getting you to your destination (a new customer or client). Marketing is just the first step, but that doesn’t make it any less vital to your success. Put it this way:

Do you have a chance of arriving now that your gas tank is full? You bet.

Did you have a chance of getting there with your tank on empty? No way.

Let’s drive on …

INSIGHT 1: YOU NEED TO SELL THE SAME WAY THAT YOU BUY.

Look at your e-mail spam or bulk e-mail folder. Yes, you. Yes, right now.

I’ll wait …

Tap-tap-tap-tap. You’re back. Excellent.

Did you see that spam e-mail from the toner cartridge company? Did you catch the pitch from the SEO firm that filled out your website’s contact form? Did you respond to that great deal on vacation cruises? No?

OK. Now pop over to your paper ...