Posts Tagged ‘small+business+marketing’

Seth Godin on Book Publishing, Taking Initiative, The Tyranny of Being Picked and Much More

Friday, April 1st, 2011

This is a transcript of a Q&A session with Seth Godin. Seth is probably the only business author/blogger that I read every day without fail. Enjoy.

MICHAEL:

Hi everybody, this is Michael Port. Welcome to our Q & A with Seth.  I’m going to give you a brief introduction on Seth.  Of course most of you know him but, for the few of you that don’t know what he’s up to these days, I’m going to just give you a little introduction.

So, Seth has written 13 books that have been translated into more than 35 languages. Everyone has been a best seller. He writes about the Post Industrial Revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything.

American Way magazine calls him “America’s Greatest Marketer” and his blog is perhaps the most popular in the world written by a single individual.  His latest book, which I love, is called PokeThe Box and it’s a call to action about the initiative you’re taking in your job or in your life.  And Seth once again breaks the traditional publishing model by releasing it through the Domino Project which we will talk about today.

And, as an entrepreneur, he has founded dozens of companies, most of which have failed. Yoyodyne, his first internet company, was funded by Flatiron and Softbank and acquired by Yahoo! in 1999.

It pioneered the use of ethical direct mail online, something Seth calls permission marketing.  And he was the VP of Direct Marketing at Yahoo! for one year.

But for me personally, he is a shining beacon in a sea of charlatans and false idols. Welcome Seth.

SETH:

Wow. You should follow me around and you could do that introduction every day.

MICHAEL:

I do pretty much. You just don’t know I’m there.

SETH:

(laughter)

MICHAEL:

So, what I’ve done (I received over 300 questions) is I’ve chosen questions that represent a number of different questions. So I’ll tell you who asked the question and where they are from and, hopefully the questions ask will cover the broad range of questions that came in.

So, the first question Seth is from Marjorie in Sacramento.  She said we’ve all heard the traditional book publishing industry is dying if it isn’t already dead; but, most writers are not publishers and don’t want to be.

What will the new publishing model look like?  Will every writer be forced to become her own publisher? So, for those of us interested in becoming a publisher for the new age, where should we look for ideas and inspiration in addition to your work, of course, she says?

SETH:

Well, I want to start by pointing out the tyranny of being picked.  That once you buy into this model that says you need to be picked to succeed; picked by Oprah or picked by Random House or picked by someone to get into Harvard.  The good news is that if you do get picked, it looks like clear sailing. The bad news is that almost no one gets picked and I think we change our work to get picked, I think we change our lives to get picked, and it’s probably a lousy deal.

We are giving up something which is the magic of being J.D. Salinger and living in your little cabin in New Hampshire and someone else doing all that stuff you don’t want to do.  But, we are trading it for the incredible open road and freedom of picking yourself, and I believe the future, as we are seeing in the music industry already, is in people who believe enough in their work to pick themselves.

So I know you don’t want to be a publisher but I want to beg you to reconsider. And, if you care enough about your work, you will care enough to give it away.  You will care enough to help it spread and then you will care enough to figure out how to make a living doing that.

Now I do believe that market niche is developing for a new kind of publisher, someone who will take someone and help their work spread.  I’m trying to do that with the Domino Project but, I don’t believe that we are doing anything magical and I believe that in many cases people are better off picking themselves.

MICHAEL:

So, let me ask you a follow up question which will cover a number of different questions. What is the general process that you suggest people go through if they want to ship this new model of publishing?

SETH:

Well, the old model of publishing is built around scarcity and risk. That’s what traditional book publishers are; they are venture capitalists for ideas. They put up cash. They cause the thing to be created.

They take a risk printing a whole bunch that can be returned and if it works they get to keep most of the money. It’s not about being able to print. Anyone can print. It’s about being able to take that kind of risk.

The new model, the model for example the Kindle is, you don’t have to print anything.  You don’t have to take any risk whatsoever that is financial.  You just have to take intellectual risk.  So what is scarce?  What is scarce is permission; the privilege to talk to people who want to hear from you.

If you have a thousand people who are lining up to but your next book, you can make a little bit of a living if you can write enough books. If you have a hundred thousand people like Amanda Hocking does, you can make millions of dollars in one year writing on the Kindle.

So her asset is people who want to know where her next book is and who are willing to pay for it when it’s ready.

(more…)

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Posted in Small Business Marketing Advice | 10 Comments »

How to Create a Book Yourself Solid Sales Cycle (plus audio)

Wednesday, July 21st, 2010

It is a mistake to look too far ahead. Only one link in the chain of destiny can be handled at a time.

—Sir Winston Churchill

(LINK TO AUDIO RECORDING BELOW.)

Building Relationships of Trust

All sales start with a simple conversation. It may be a conversation between you and a potential client or customer, between one of your clients and a potential referral, between one of your colleagues and a potential referral, or between your website and a potential client. An effective sales cycle is based on turning these simple conversations into relationships of trust with your potential clients over time. We know that people buy from those they like and trust. This is never truer than for the professional service provider.

If you don’t have trust, then it doesn’t matter how well you’ve planned, what you’re offering, or whether you’ve created a wide variety of buying options to meet varying budgets. If a potential client doesn’t trust you, nothing else matters. They aren’t going to buy from you—period. If you think about it, this may be one of the main reasons you say you hate marketing and selling. You may be trying to sell to people with whom you have not yet built enough trust. All sales offers must be proportionate to the amount of trust that you’ve earned.

What are your potential clients thinking?

  • Do they really believe you can deliver what you say you can?
  • Do they trust you to hold their personal information confidential?
  • Do they like the people who work for you?
  • Do they feel safe with you?
  • Do they believe hiring you will give them a significant return on their investment?

If you want a perpetual stream of inspiring and life-fulfilling ideal clients clamoring for your services and products, then just remember—all sales start with a simple conversation and are executed when a need is met and the appropriate amount of trust is assured.

You might find value in this audio recording of an interview I did on how to create your own sales cycle process. It should help you turn strangers into friends and friends into clients. Oh, I also attempt to bust some social media myths on the recording.

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Posted in Small Business Marketing Advice, Small Business Sales Advice, Small Business Systems Advice | 6 Comments »

How to Talk About What You Do (w/out using an Elevator Speech)

Thursday, July 1st, 2010

Imagine this scenario: A potential client asks a yoga teacher what she does. She says, “I’m a yoga teacher.” Before she knows what’s happened, she see the potential client’s face contort, his left eyebrow lifts along with the left side of his upper lip, and his nostrils begin to flare. The potential client says, “Oh, yeah . . . I had a yoga teacher as a neighbor once. She was really weird and made my life miserable. In fact, I had to move out of that apartment because of her and I loved that apartment! She had scores of people coming in and out at all hours of the day, blasting strange music and chanting like the world was about to end—I think they must have been members of a cult. Oh, and you wouldn’t believe the awful smell that I was subjected to from the perpetual cloud of incense that invaded my home.”

Uh-oh.

Would you like to get that kind of response when you tell someone what you do? This can happen to any service professional, not just to a yoga teacher. Say a stock broker meets someone whose only introduction to stock brokers has been the movie Boiler Room (a movie that came out in 2000 about stock brokers who try to swindle innocent people out of their life’s savings). Not a pretty picture.

How much more are you than your professional title? Your Book Yourself Solid Dialogue will allow you to set yourself apart from everyone else whose professional title is the same as yours. It provides you with the opportunity to highlight the ways in which you and your services, prod­ucts, and programs are unique—and do so with passion—and without using an elevator speech. Yes, you heard me, without using an elevator speech.

The elevator speech (AKA: the elevator pitch or 30-second commercial) reflects the idea that it should be possible to wow someone with what you do in the time it takes an elevator to go from the 1st to the 5th floor.

I’ve been polling audiences of thousands for years on this issue. During each speech I ask, “How many of you love, love, love listening to someone else’s elevator speech?” No hands go up. I then ask, “How many of you love, love, love giving your elevator speech?” Same thing. No hands. So what gives? If we don’t like listening to or giving the speech, why is it still being taught? Because, of course, we need to be able to talk about what we do—I get the concept. However, in this case, the elevator speech has been inappropriately appropriated by the service professional. Not only does it not work well, it makes us look foolish, or worse yet, obnoxious.

The elevator pitch was born so that the entrepreneur could pitch an idea to a venture capitalist or angel investor in the hopes of receiving funding, not for the service professional to try and build a relationship of trust with a potential client. Venture capitalists often judge the quality of an idea on the basis of the quality of its elevator pitch. Makes perfect sense, in that situation. But this is not how a relationship develops between a client and a service professional. You’re trying to earn the status of a trusted adviser not trying to raise money to create some new product like metal detecting sandals. Totally different context. Totally different dynamic.

To support my beautiful community of service professionals, I’m on a mission to kill the elevator speech, to remove it from the business vernacular—for the service professional. I hope you’ll join me on this mission and learn how to talk about what you do without ever resorting to an elevator speech. So, what do you do instead?

Use this crazy concept that I call a conversation. Weird, I know. But go with me for a second here and consider using the Book Yourself Solid Dialogue, a creative—but not scripted!—conversation that will spark curiosity and interest about you and your services, products, and programs.

The Book Yourself Solid Dialogue will allow you to have a meaningful conversation (conversation being the operative word) with a potential client or referral source. The dialogue is a dynamic, lively description of the people you help, what challenges they face, how you help them, and the results and benefits they get from your services. It is intended to replace the static, boring, and usual response to the question, “What do you do?” “I’m a business consultant, “I’m a massage therapist,” or “I’m a graphic designer.” Answers which often elicit nothing more than a polite nod, comment, or awkward silence and a blank stare. Once you get that response, anything more you say about yourself or your services will sound pushy. Worse yet, you could supplement the rote answer with an overblown, high-highfalutin, hyperbole-laden elevator speech that’s supposed to make you look like a rock star in 30 seconds. Unfortunately, I doubt the one-two punch of boring answer, followed by excessively exuberant elevator pitch is going to compel the listener to whip out their credit card right then and there.

Instead you’ll learn the Book Yourself Solid way to create a meaningful, connected dialogue with a potential client or referral source. Think of it as a conversation between two people each of whom actually cares about what the other has to say. The beautiful thing is that the interchange is based on successfully understanding why people buy what you’re selling.

And because you read Book Yourself Solid (Hint. Wink. Wink.), you already know why people buy what you’re selling.

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Posted in Small Business Leadership Advice, Small Business Marketing Advice, Small Business Sales Advice | 44 Comments »

12 Ways to Use Public Speaking to Get Booked Solid

Friday, June 25th, 2010

The Book Yourself Solid Speaking Strategy can be used by virtually any service professional to get in front of potential ideal clients.

The wonderful thing about sharing your knowledge is that it’s rewarding for both you and your audience. They will leave your presentation or event a little smarter, thinking bigger, and with an action plan that will help them implement what you’ve taught them. You will benefit because you’ll know you’ve helped others, which is the reason you do what you do. And at the same time, you’ll increase awareness for your services and products and get booked solid.

One of the easiest and fastest way to get in front of your target market is to invite them to something that is going to help them solve their problems and move them toward their compelling desires. Events that you produce—not necessarily big workshops or conferences but simple, community-building, meaningful, enlightening events at which you can shine, show off your products and services, and build your reputation and credibility in your marketplace are what I call—the always-have-something-to-invite-people-to offer. Here are some examples.

Conference Calls

Start a monthly or weekly call for clients to learn the benefits of working with you. Prepare a new, timely, and relevant topic every time. Pick up a magazine in your industry and use one of the articles to inspire your topic, invite guests to discuss their area of expertise, and ask your clients to tell you what they’d most like to hear about. The rest of the call will naturally flow into a Q&A session. Here are a few ideas to get you started and to spark your inspiration and creativity for your own unique ideas:

  • Any service professional can offer a monthly or weekly Q&A on his or her area of expertise. No planning necessary—just show up and shine.
  • Accountants can offer quarterly conference calls on updates on tax law along with planning strategies for decreasing tax liability, for example.
  • Financial planners can offer weekly conference calls on the best strategies for building wealth using the products they sell.
  • Internet marketing consultants can offer web conferences giving updates on search engine optimization and other web traffic generation strategies.
  • Personal coaches can offer conference calls on their area of expertise: reducing anxiety, increasing focus, setting boundaries.

If you’re doing a conference call, or teleseminar, as it’s often called, it won’t cost you a dime. There are 100′s of companies that provide these types of services for free, like FreeConference.com and NoCostconference.com, and others that charge nominal fees, but provide additional features, like MaestroConference.com. Record each call and link to it from your website—all these services have conference recording built in. Those who can’t  make the actual call will still have the opportunity to listen to it and benefit from it. Archiving the calls on your web site or blog is also a wonderful way of immediately establishing trust and credibility with new web visitors.

Demonstrations and Educational Events

These opportunities are similar to conference calls except they’re conducted in person. Demonstrations and educational events are an excellent way to reach potential ideal clients if your services are physical or location-based or if the people you serve are all located in the same town or city. This approach is also a great alternative if you feel that a conference call doesn’t speak to your strengths. This format is another opportunity to get creative and express yourself.

For example, you could create some excitement with an open house or outdoor demo at the park or at any other venue. Don’t just invite your potential clients but also your current clients, friends, or colleagues who know the value of your services and are willing to talk about their experiences.

  • Fitness professionals can offer a weekly physical challenge for clients and potential clients. Ask clients to bring a new friend every week. Each week a new type of workout would be planned with a social event afterwards.
  • Real estate agents can offer weekly real estate investor tours where they fill a van or tour bus with active real estate investors and scour the neighborhood hotspots.
  • Professional organizers can offer a monthly makeover where they go to a potential or new client’s office or home, along with a small group of 10 or 15 people (it’s not bad to have a waiting list for these types of offerings), and the professional organizer reorganizes the space and teaches the guests the basics of how to be more productive and effective through an organized office.
  • A hair stylist can do something similar with the monthly makeover concept. She could even offer a contest or raffle each month, and the winner would get the makeover.
  • Any service professional can host a no-cost or low-cost morning retreat. Be playful and adventurous. It doesn’t have to be expensive, just creative. Allow clients to get to know you and meet other people with similar interests and goals. Make it as simple as serving tea, whole fresh fruit, and scones—and share your wealth of knowledge.
  • Start a niche club. Consider cool stuff clients would enjoy. Think about activities that you love. Start a creative brainstorming club, weekly play group, or fun family outing.
  • Start a product review club. People love sampling products and trying out new solutions. Give clients a taste of your work and introduce them to fun product overviews that will get them connected to your services. Invite other like-minded professionals to join you if you want to add dimension to the event.

Introduce these offerings at the end of your Book Yourself Solid Dialogue. Add, “I’d like to invite you to ______________”or “Why don’t you join me and my clients for a fun, playful _____________.” Try out different venues and topics until you discover the one that works for you. Re­member, the difference between the typical client-snagging mentality and the Book Yourself Solid way is that the typical client-snagging mentality plays it safe so as not to look foolish. The Book Yourself Solid way asks, “How can I be unconventional and risky so as to create interest and excitement for my services?”

You will never be at a loss for different things to try or experiences to create for your clients and potential clients. You want to invite as many people as possible to these events for three important reasons:

  1. You want to leverage your time so you’re connecting with as many potential clients as possible in the shortest amount of time.
  2. You want to leverage the power of communities. When you bring people together, they create far more energy and excitement than you can on your own. Your guests will also see other people interested in what you have to offer, and that’s the best way to build credibility.
  3. You’ll be viewed as a generous connector. If you’re known in your marketplace as someone who brings people together, it will help you build your reputation and increase your likeability.

Written Exercise: Create three ways that you can instantly add value to your potential and current clients by way of an invitation.

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Posted in Updates | 18 Comments »

Upcoming events with Michael Port to get you Booked Solid

Friday, June 25th, 2010

STARTS JUNE 30 – BOOKED SOLID BUSINESS MASTERY
Systems, Operations, Better Business Models

STARTS JULY 2 – CERTIFIED BOOK YOURSELF SOLID COACH TRAINING
THIS TRAINING IS OVER THE PHONE!
If you’re outside of the US or just can’t travel this is your chance.

JULY 23 – NEW YORK CITY – FREE SMALL BUSINESS CONFERENCE
Book Yourself Solid Keynote for Infusionsoft Revolution Tour 2010

AUGUST 12 & 13 – MICHAEL PORT’S HOUSE. YOUR BUSINESS. THIS IS BIG.
Small Group Mentoring. Only 8 People Accepted. 3 Spots Left.

SEPT. 30 & OCT. 1 – MICHAEL PORT’S HOUSE. YOUR BUSINESS. JUST AS BIG.
Small Group Mentoring. Only 8 People Accepted. 4 Spots Left.

OCT 5 – LONG BEACH, CA – FREE WINNING STRATEGIES FOR BUSINESS CONFERENCE
Sessions by Michael Port, Ivan Misner and more. Brought to you by Entrepreneur Magazine.

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Posted in Updates | 1 Comment »

Free Small Business Networking & Referral Group

Thursday, January 28th, 2010

Sometimes I love working alone and others times I hate it. It can be lonely and isolating. I much prefer collaborating and connecting with others. Sure, we have all the social media outlets but they can be overwhelming, unfocused, and filled with irrelevant ideas and information.

So, last year, I created the Booked Solid Referral Network. It was a free online community for business owners who wanted to connect with each other in very purposeful and profitable ways. Specifically around networking and referrals . Because, if you network with the right people, you’ll get more referrals. It worked. In just a few short months over 3500 business owners joined . We were building something special.

But I closed it down. Don’t worry, it’s back up now. I closed it because the massive software platform we were using sucked, plain and simple. It was too big and offered too much. I since learned that sometimes, less is more.

So, today, we re-open the doors to the Booked Solid Referral Network. It’s streamlined and simplified. It’ll take us a few months to grow the community but I wanted to personally invite you to be a charter member and build the community in your image.

Sign up takes 2 minutes and it’s free. No strings attached. Go for it!

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Posted in Personal Development Advice, Small Business Leadership Advice, Small Business Marketing Advice, Small Business Money Management Advice, Small Business Project Advice, Small Business Sales Advice, Small Business Systems Advice | 7 Comments »

Small Business Marketing: Don’t Be So Different

Friday, October 31st, 2008

Being different is not necessarily a good thing. Sometimes, if you’re too different potential customers don’t know what to make of you. They don’t know what “frame” to put you in. Plus, too much difference can be overwhelming, confusing and even irritating.

Pick one thing.

Pick one area to be dramatically different in a way that matters to you and to your customers. Then, make sure everything else meets clients expectations and industry standards.

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Posted in Small Business Marketing Advice | 1 Comment »

Why doesn't everyone get booked solid?

Thursday, October 30th, 2008

Lots of reasons:

  • They don’t actually deliver a remarkable service.
  • They are not very likable.
  • They don’t fulfill the promises they make.
  • They are afraid to commit fully to their business for fear that they’ll fail and look stupid (or worse yet) be criticized.

I could go on and on but I want to point out one very important reason that tops the chart but often goes unnoticed:

  • They are afraid of the responsibilities that go along with being successful (AKA: booked solid)

Being successful is no small thing. Many added responsibilities are part of the honor of abundance. The big question… are you ready for the responsibility of being booked solid?

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Posted in Small Business Leadership Advice | No Comments »