How to get better results with your marketing messages
If you can write you can talk. This is often easier said than done. For some writing is not fun. In fact, some of the most well-spoken people I know have a block around writing, especially writing marketing copy.
My goal is to remove those blocks for you so you can write better copy, take back your marketing power by claiming your voice (in writing), and learn techniques to make the entire process less painful and more profitable.
I firmly believe that marketing is all about creating a strong relationship with your prime prospects and empowering them with information that supports hiring YOU or investing in your products and services.
Here’s where it gets a little tricky. Many view marketing as a necessary evil and writing marketing copy gets a bad rap because of this association. There are some valid reasons that people resist marketing. One in particular is that some marketers and copywriters use less than desirable techniques (like the problem, agitate and solve approach) that focus on poking at pain points to agitate angst and tap into painful emotional triggers to elicit a response. This approach often turns people off and, in fact, it can perpetuate buyer’s remorse.
After all, if we’re building relationships, shouldn’t we do that based on a solid foundation of trust not deceit or manipulation? I think so.
By keeping it real, applying my simple “Challenge. Solution. Invitation.™” framework, and learning some advanced copywriting techniques you can write better copy with a focus on PASSION points. This approach builds relationships and trust while positioning you as the authority in your industry. It also helps you stand out in a sea of manipulative, hard sell, marketing messages that simply aren’t working like they once did.
For more tips claim your complimentary Copywriting Action Plan at www.writeoncreative.com or learn advanced copywriting techniques via the self -study course Create Copy to Connect and Convert With PASSION Points.
…And How Purpose Determines Your Customers’ Buying Decisions
If you’ve noticed that you’re having to work harder and harder, give more and more away for free, to make a sale, or that you’re sales are down, stagnating even stuck, then you’ve landed on the the right page today, because I’m going to show you why that might be, and the very first thing you need to do to turn it all around.
Specifically I’ll show you why having certainty of purpose has become critical to your sales growth, particularly in the pivotal year of 2017, plus what to do to begin to infuse the magnetic sales power of purpose into your business.
You’ve probably noticed the market has dramatically changed and become more globally competitive? That trend has been happening since the advent of businesses using “Internet Marketing” to promote their products and sales.
That competition is now exploding as we speak because 2017 marks the transition from a baby boomer focused market to a Millennial focused market as Millennials as Gen Y come fully into their prime spending years, and baby boomers begin to retire.
Millennials are the largest generation in our history who have grown up in a global economy, think more about social justice and equity than any other generation, and therefore will affect market forces far greater than the baby boomers.
Millennials have dramatically different values, so they will dramatically change the market.
The global market is becoming increasingly multi-cultural. People don’t have to buy either their products or services from their local market or even websites within their own country. They can pretty much purchase from anywhere in the world.
I notice these big shifts in my business in the past few years as I use to have clients from New Zealand, Australia, The United States and Europe. Now have clients from the Sudan, South Africa, Hong Kong and India. They’re not choosing to work with a local mentor, they’re choosing a global mentor.
Your prospective clients and customers might be choosing global service and product providers too? This all means so much more competition; and a huge variety of cultures and values in the market place.
“But one value that is increasingly bringing us all together as one, making things very simply for us in our marketing messaging, is the value of purpose beyond making money.”
The idea that we all have a higher purpose to the work we do, rather than going out to make money, has reached critical mass. Our Higher Purpose is where we make the biggest difference, impact the most people, inspire trust and a sense of belonging and connection with prospective clients. When you infuse your Higher Purpose into your business model and messaging you have no competition, only a niche you were born to serve and prosper in, and a whole bunch of people who can be positively impacted by the product or service you offer.
Consumers have been for some time now increasingly making buying decisions based on the purpose and the social good footprint of the company they’re buying from. If you can buy milk from a company that is organic, has a reduced carbon footprint, and has a social give back policy, consumers are increasingly more likely to buy from that company.
The industrial mercenary money making model has gone. That’s why people who are still building their businesses based on this model are struggling, and finding their products and services more and more undesirable.
The Edelman Trust Barometer, 2013 showed how purpose had increased as a purchasing decision between 2008 – 2013 by 26%. In their 2016 Barometer report of a global general population, purpose has become even more important. A whopping 50% of the population surveyed cited they don’t trust a company that has no “Contribution To The Greater Good”. That’s half the world’s adult population!
45% cited they trusted a company because they contributed to the “Greater Good.” 40% trusted companies that allowed them (the consumer) to feel like a productive member of society. These are huge statistics and should provoke deep thought into how you will position yourself in a global market that is demanding purposeful greater good values.
The baby boomer value system of convenience and progress no matter what the cost to social justice, the environment or social equity has gone folks.
It hasn’t only retired.
You all know that someone has to know, like and trust you before you’ll make a sale right? So your purpose and your social good message contribution to the greater good need to be part of your business structure; your business plan and strategy; your messaging and marketing; your social and/or environmental impact; your offers; and your brand in order to build that trust, become more likeable, and make more sales!
If you want to increase your sales in this new social values economy you need to increase your trust factor by knowing and communicating your personal purpose and life mission within your business structure and messaging.
Purpose is no longer a hippie pursuit. It’s as critical to making sales as generating and closing leads is. In fact purpose will determine more and more whether you will generate leads and close them, over your global competition.
If you don’t want to get lost in all of that change and global competition, then it is imperative that you find your unique place at this Universal Picnic Table of Life – ie: Your Purpose for being here and being in business at the level of the greater good your business provides. This is called Social Business or Social Entrepreneurship which is outperforming and outgrowing traditional business models and entrepreneurship by as much at 30%, according to a Manchester University study a few years ago.
Knowing your purpose and how to integrate that in your business should be a top priority if you’re wanting to increase your sales. There is detail contained within your purpose that can not only give you certainty of direction, but it can turn things around for you in as little as 3 weeks. Like my client Lisa. She integrates certain elements of her purpose and life’s mission into her business and within 3 weeks it catapults her to Online Internet Guru status being recognized by Google. Or Katea who increased her sales by 200% within 6 weeks.
Rather than focus on form of what you’re doing, focus on foundation of what you’re here to do – first.
So you have a decision to make. In your efforts to build likability and trust for prospective clients and customers.
1 – Will you continue to follow a mercenary sales model and hope you don’t become a dinosaur or buggy whip maker?
2 – Or do you take time now to clarify your purpose, how you’re here to make the biggest difference, and how do you integrate that into your business so your company trust factor goes up, and therefore your sales?
If you are looking at your bank account or your thinning client list, and wondering where it all went, it’s because you don’t have enough visibility.
If people don’t know about you, they can’t become your raving fans and enthusiastic ever-buying clients.
The Field of Dreams ‘build-it-and-they-will-come” ethos is the curse of the entrepreneur. Much as we love what we have created and what we offer, people must discover us in order to have a thriving business and continuing revenue. And that takes going where they are, not waiting for them to come to us.
If you offer people processes, steps, products or resources that improve their personal and/or professional enrichment, then you need to be in these places where people can connect with you and your message.
Finding them and getting booked are among the things that leaders often dislike, resist or don’t find the time for. But once you develop some simple steps and get into the swing of being your own best advocate, you’ll enjoy a steady stream of appearances that will invite you back time after time!
Here are some suggestions to get you started:
The first step is this process is to actually commit time to locating opportunities and pitching the bookers. Block at least three hours each week in your calendar just for this purpose. If you can’t do the time, you can’t earn the dime!
Identify at least three different topics on which you can speak. They could be derivations of the same one for different audiences or three entirely different subjects that all lead to what you are marketing. This gives bookers flexibility and you more chances to get a “yes.”
If you are concerned about your presentation skills, you have three paths…start testing your primary signature talk locally on small audiences, working to perfect it. Join a local Toastmasters chapter where you can safely learn and grow into a speaker within a welcoming community, or lastly get connected with one of the brilliant speaker trainings around. You can find a great list at on the Speakertunity resources page. This may be a little more costly, but it’s the quickest path to proficiency
Create a stellar Speaker One-Sheet. This document features your profile, photo, testimonials and brief descriptions of your presentations, packaged in an attractive manner. When you include it in an email to a speaker booker, it gives them a capsule summary of why you would be great for his/her audience
Now you want to get out in the world. Some obvious—but often overlooked—ways to find engagements are to ask your friends and your clients if they belong to or know of organizations that might like to have you present. Explore local chambers of commerce, women’s groups, service organizations, Unity or Centers for Spiritual Living, networking groups. Most of these are easy to find on Google by typing the organization + your city.
If you wish to be doing conferences, check around in your industry, or once again, Google! Lastly, there is a website called Events in America you can explore for aligned events.
You can also create your own events, pair up with other leaders in your field to host joint events, or, lastly, negotiate with people you know who are already hosting their own events. Sometimes, you may be able to get free stage time, sometimes you may need to pay for it, you may also split your revenue with the organizer and lastly, you might propose a stage swap—where each of you speaks on each other’s stage.
Today, there is a vast array of audio possibilities. With the advent of internet radio and more recently, the explosion of podcasts, there’s almost an infinite number. And the latter two options bring highly targeted audiences interested in the hosts’ subject matter so you can zero in with impact, where with most broadcast, you may not know on whom your message will land.
So first, you will want to put together a great 1 to 1.5 page pitch letter, which makes you sound irresistible! You’ll want to tell the host or producer exactly how you will impact the audience—what solution you bring: how it will help them change, heal or move forward in life more successfully.
To find these opportunities:
Virtual summits are one of the most successful ways to build your opt-in list, get new clients, drive people into a specific program and develop joint venture partnerships. These events, of course, encompass both telesummits on the phone and video summits presented online. They are usually produced by a host who assembles a group of experts on a related subject matter so enticing that people will immediately submit their name and email to gain access to the interviews. Every guest presenter involved co-promotes to his or her list and social media.
To get on the “summit circuit,” you need to find aligned summit hosts for whom your topic resonates; you will often need a great free online lead-generation offer; you must be willing to co-promote.
These are not easy to locate BEFORE they are booked solid with guest presenters, but watch for the ones that show up in your email box, as many of these hosts do one or more events each year. This will give you a head start on reaching out for the next one. Also put the word out to your friends and colleagues you are looking to get on summits. They may get invited and connect you with the host as well.
But what if I tell you there is an easy way to find ALL OF THESE. It’s called SpeakerTunity™.
SpeakerTunity™ provides three individual subscription services that monthly deliver to your desk direct contacts so you can book yourself for speaking engagements, radio shows and podcasts, and lastly, virtual summits across North America. It’s simple, easy, time-saving and inexpensive.
Want to try it without obligation? Just go to SpeakerTunity.com/Free-Trials *
and you can enroll for one month free in any or all—SpeakerTunity™ Speaker Leads, SpeakerTunity Radio™ and SpeakerTunity Summits™.
(And if you would like further guidance on writing the critical materials that will get you booked, take a look at Get Booked Training)
*This is a referrer link. Social Buzz Club receives commission for your purchase or subscription.
As a speaker, you want to get your message out to the world but often speakers are not sure where to find strong leads. One of the best ways is to draw on your existing network.
And yes, you have already heard how important it is to ask for referrals before but the majority of people do not know HOW to ask in a way that gets results.
Let’s map out a strategy for you to get more speaking gigs.
When doing your ‘ask’ you need to tell me:
A great example of an effective “ask” is my friend and colleague, Tina Dietz. Now, she wasn’t asking me for bookings but I wanted to share this example so you can see how specific and targeted she was. Here is what she emailed me:
“Hi Cindy, I am reaching out ask for some connections. I work with authors. They are missing out on a huge market of people who love to listen to audio. I help them to put their books on audio so they can increase their reach and impact. Who do you know that are book coaches that you can connect me with?”
It is a great “ask” because book coaches help their clients create their books and then they can refer them to Tina to get those books on audio. I gave her four referrals right away. She made it easy for me.
If we were to alter this to get bookings instead of clients, here would be her ask:
“Hi Cindy, I am reaching out to ask for some connections. I work with authors. They are missing out a huge market of people who love to listen to audio. I help them to put their books on audio so they can increase their reach and impact. Who do you know that are book coaches that host conferences who you can connect me with?”
Right now, create a short one paragraph “ask” that includes your who you work with, what you do for them and who is a good connection. Then email five people you know that may have connections.
So, let’s say you are passionate about providing your hard-earned wisdom, knowledge and expertise to people who are eager to change –and they are just waiting for a transformational leader/author/expert like yourself to guide them.
It matters not whether you are offering a path to wealth, wellness, personal growth, spirituality, greater happiness, or growing a business around one’s passion—the best way to connect with people and grow your business is through public speaking. It’s also the most effective way to sell a book.
Speaking invites a relationship.
And in today’s world, that’s how people come to know, like and trust the individuals they wish to do business with. Yet, as you have probably seen many times, public speaking is the No. 1 fear of most people. But it’s not about being judged. It’s about serving and sharing.
Sharing what you know to help others overcome their limitations. Remember, people are less interested in the messenger than the message. So go proudly forth and present with confidence. People are waiting to hear you!
Here are a few things you should know to have the best chance at getting booked to speak:
You will need a benefit-driven “one-sheet”
— one page that explains to the prospective booker why you would be a great fit for his/her audience. And though you are including your expertise, your credentials and your experience, what is going to grab them is “what will it do for the audience!” They want to know how it will move, change, motivate and activate the audience. This is a ‘what’s-in-it-for-me” world so focus on them—not you when you describe yourself and the presentation or workshop you offer.
Make sure you have a contemporary website
—horizontal, lots of images, few pictures—powerful and evocative. An old, out-of-date website will dim your prospects of getting booked.
The same is true of old photographs.
You create an immediate credibility gap if you walk in looking 10 years older than your images on your site and one-sheet. To build trust and authenticity, update your images (yes they can be slightly retouched, but not radically altered!)
Speaker bookers want to see video of you engaging with an audience.
At your earliest possible opportunity get some video of you presenting. Make sure it’s well lit, with good sound—not just a quickie from your smartphone. Static video of you talking to your community on YouTube won’t do. When you have this presentation video, provide a link along with the one-sheet when you offer yourself for an engagement.
—not from clients or students—but from OTHER PEOPLE WHO HAVE BOOKED YOU! Speaker bookers want to see what other people who have brought you on their stages have said. They want to know you have the approval and acclaim of those who have gone before them. That gives the booker assurance that you are a good choice.
Back of the Room
When you complete your presentation, it is likely many people will rush up to you with questions, conversations, and demands for your attention. How do you manage to sell your books and products when your attention is distracted?
Fortunately new technology has given you a simple answer. Your smartphone or digital device has become the modern day cash register. The Square, Paypal and others have developed an easy way to take credit card purchases with a swipe and a signature. So preload the prices (including any taxes) of your merchandise or your merchandise bundles (more than one product you often sell together), and then show either an assistant/friend or someone predesignated by the venue how to use this simple system while you are otherwise occupied.
By preloading the merchandise pricing, it takes the guesswork and mistakes out of the picture—and you get to be the star you are rather than a retail clerk. But don’t forget to bring a cash box, with change and smaller bills, as some people still do transactions the old-fashioned way!
Don’t start out looking to get on the biggest stages in town.
Get confident, refine your presentation, and test your enrollment skills at smaller gatherings of 20 to 40. Hone your skills, get comfortable, start the buzz.