How to Create a Strategic Marketing Blueprint · How to Create a Strategic Marketing Blueprint [Slide 1] Pat: Good evening, this is Pat Iyer and with me is David Newman. In this session

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How to Create a Strategic Marketing Blueprint

1 | P a g e C o p y r i g h t P a t I y e r

How to Create a Strategic Marketing Blueprint

[Slide 1]

Pat: Good evening, this is Pat Iyer and with me is David Newman. In this

session David is going to be deeply diving into developing "Your

Strategic Marketing Blueprint."

David has a lot of experience in consulting as an entrepreneur, as a

speaker, as a businessman, and a business owner. I'm so excited that

he's been able to join us tonight. I've heard David speak before and he

has a way of using his sense of humor and his knowledge based on

lots of different aspects of being in business to share his concepts.

David, please begin your slides and as a reminder to the audience you

have a question panel in front of you. If you've got questions or

comments they come to me. You are muted so we won’t hear any

background noise in your location, so please ask a question. We will

be building in some polls in this program as we've done the two

previous sessions, so we'll ask you to participate in those as well.

Please start, David.

David: Thank you Pat.

Well welcome everybody. This is in fact "Your Strategic Marketing

Blueprint", so you're in the right place at the right time.

I just want to welcome everybody and thank you for number one

investing in your own success by joining us. And then thank you also

for investing your time and your energy in taking the steps we're

going to give you during this program to move you from ideas into

action and implementation.

[Slide 2]

As Pat mentioned my name is David Newman and I am the author of

this fabulous book called, "Do It! Marketing". The subtitle there is "77

Instant Action Ideas to Boost Sales, Maximize Profits, and Crush

Your Competition". So it's not really a book about Godzilla and

crushing and crumbling and chomping, but it is about winning. It's

about winning in your business and making sure that you're doing all

the things right to grow your business.

Before we jump into tonight's content you also need to know that

there's a special gift waiting for you at the end of this program.

Whether you call it a gift or a reward or a bribe, and I guess it's all

three of those things really, it's definitely going to be worthwhile

hanging out until the bitter end so let's begin.

[Slide 3]

The first thing that I want to encourage you to do and you can do it

with me. I'm going to do it right here and right along with you. I'd like

to encourage you to take a nice deep long breath and just a nice inhale

and exhale.

I don't know about you but I think that may have been the first actual

breath that I took all day today. If you're like me it may be the first

breath that you've taken today as well. The reason I'm encouraging

you to do that is because the first key to success after you've decided

to make a change, reboot your marketing, shift your business, start

taking the revenue side of your business more seriously or whatever

your situation the first step there is that you want to take a deep

breath. Mentally, physically, spiritually, and psychologically just to

get re-centered and to let go of some of the craziness that you may be

experiencing in your business right now.

What am I talking about? You may be unfocused. You may be doing

too much low fee work. You may be stuck with the wrong kinds of

clients. You may be taking on the wrong kinds of projects. If you're

running a slightly larger firm you may even be bringing on the wrong

kinds of employees or contractors or salespeople who never seem to

end up working out or meeting their goals.

[Slide 4]

Now after your deep breath what I would also recommend is that you

stop beating yourself up about all those things just for a moment. I

want you to not only take that deep breath, but I want you to stop.

What I put here on the slide is "Stop the Crazy to Start the Money",

meaning stop any self criticism. Stop the negative mind chatter. Stop

all the coulda, shoulda, mighta, woulda. This has worked for him,

that's worked for her, how come I can't get anything to work for me,

how'd she get that to work for her or how did he get that to work for

If any of this sounds familiar I'm going to ask Pat just to throw up our

first survey question about this phenomenon of the negative mind

chatter and the negative self talk. Pat, can we just pop that up there

real quick?

[Polling Question 1]

Pat: Sure.

All right what you see on the screen in front of you are two answers to

the question about negative mind chatter: "Does that sound familiar to

Please use your cursor and click the little white circle next to either

the "A" or the "B", whichever resonates with you.

David: We can have a very self confident group here and then this isn't even a

problem for them - "No, no, I've never had any negative self talk. I am

full of self esteem. I am full of self confidence, especially when it

comes to marketing, so this is never a problem."

We can have some humans on the call and maybe they've wrestled

with this. Now I can't see the survey, but Pat, what are some of the

answers coming in?

Pat: It looks like just about everybody has voted so I'm going to share the

results. You'll see that 88% agree with you David and 13% say, "No,

the negative mind talk does not sound familiar to me."

David: I want to hangout with that 13th percent and find out how did you do

it and I love you and I admire the heck out of you. Maybe you've done

some work on this and we all need to do work on this. I mean this is

my point and this is why I bring this up. What we're really here to do

is press that big stop button that you see on my slide here back on the

screen.

Tonight's session and the entire program that Pat has put together for

you I think will be vastly helpful. I'm going to share some of the ideas

from the "Do It! Marketing" book. I'm going to share some ideas that

are not in the "Do It! Marketing" book that are only available to you

tonight because you invested in Pat's program, so that's the good

news. But, good job in being honest about that negative self talk and

sometimes the damaging impact that it can have.

[Slide 5]

All right, let us move on.

The fun thing and I think the valuable thing about our program is that

your notes are going to be about your business. They are not going to

be about my slides and because of that I'd like you to approach this as

a strategy session. Don't think of this as a webinar. Don't think of this

as training. Think of this as a strategy session with just you and me

and Pat all working on your business. Now you're going to be the

captain of that team and your notes should be specifically about how

to apply some of the strategies, systems, templates, and tactics that

we're sharing with you.

So if we have a clean slate there are "4 Levels" of marketing that I'm

going to map out here in the next couple of minutes and then we're

going to look at what you're doing with them currently. We're going to

look at what things might deserve to go back onto your clean slate and

what things you might want to let go of.

You clean the slate. It's now nice, efficient and manageable. You're

not overwhelmed. You're not frustrated. You're not making yourself

nuts. It would not make any sense to put everything back onto the

marketing plate once you've cleared it and you've made your

selections and you made some good decisions. That's the purpose of

tonight. We're going to start out here in the next minute or two,

breathe, stop, a clean slate, and mindset.

[Slide 6]

Let's start with the 4 Levels of Marketing:

There are four things that you need to focus on or 4 Levels, if you

will. The 4 Levels are "Strategy", "Tactics", "Initiatives", and "Action

Steps".

In my opinion when you watch a webinar like this one, when you go

to a conference, when you go to your Mastermind Group for help,

even when you start searching the internet for answers, resources,

ideas to grow your business, the number one source of overwhelm is

when you've heard a whole bunch of strategies, a whole bunch of

tactics, a whole bunch of initiatives, a whole bunch of action steps and

you don't know the difference.

1. You can't do them all.

2. You can't even prioritize or figure out how to start to think

about them.

3. We can't even distinguish which one is which and why and how

it might work for us.

So let's unpack this craziness right now. We're going to spend the next

couple of minutes unpacking this and then we'll see where you are

plugging into some of these 4 Levels of what you're doing to market

your business.

[Slide 7]

If you're serious about marketing, and I think everybody on this call is

serious about their marketing, this concept is incredibly important.

Because you need the mindset, "Okay, here are the 4 Levels David is

talking about, how do these apply to me? How do these apply to my

business? How can I plug this into what I'm doing minus the

overwhelm and minus the crazy without getting pulled into 17

different directions?"

If you can't do that it's just going to be more information. I'm a firm

believer that you don't need more information. You need relevant high

impact information you can act on otherwise your marketing game

plan looks like this traffic sign where everything is going in 17

different directions. It's all twisted and crazy and the sign says "Good

Luck". So if you felt like your marketing plan has looked like this in

the past I think the 4 Levels will be very helpful to you.

[Slide 8]

All right, let's talk about Level 1 which is "Strategy":

A "Strategy" is a big picture area of your business. It could be a

marketing strategy. It could be a selling strategy. It could be a

financial strategy. It could be an operational strategy.

Let's take a quick example here and then we'll back this up and see

how the 4 Levels all fit together.

[Slide 9]

Let's say you come across someone who tells you that Twitter is just

amazing. "Man oh man, I love Twitter. Twitter is awesome. I have

built my business on Twitter. I am growing by leaps and bounds. My

friend, I'm here to tell you it's all about Twitter, Twitter, Twitter."

Now let's say that this is a person that you respect. Let's say that he is

using this and it fits his business beautifully and you admire their

successful business and now you start to think, "Oh man, I've missed

the boat. It's all about Twitter. This guy is right. It's all about Twitter,

Twitter, Twitter. This guy built his business on Twitter. I can probably

build my business on Twitter. Maybe I should. Maybe I'm totally

missing it."

Well, here's where the 4 Levels comes into play. You can take that

little bit of crazy episode that you just had and let's put it in the filter.

[Slide 10]

So internet marketing is the strategy. Internet marketing is the big

giant umbrella over Twitter that if we were to look at Twitter you

have a clean slate, a clean legal pad in front of you. So you say,

"Okay, to what extent am I going to use an internet marketing strategy

in the sales, marketing, and business development aspect of my

business?"

You're at the top of the pyramid, high level, big vista, and big picture.

You're looking over the mountain tops there. Is internet marketing one

of your strategies? If the answer is yes then let's graduate down to the

next level. The "Tactic" under that would be social media. There's a

lot going on via the internet, folks, that's not social media: search

engine optimization, your website, the structure of your web presence,

blogging, and email marketing. There's dozens of internet marketing

strategies. Social media happens to be one bucket under that, so social

media is the group of tactics, Level 2.

An "Initiative" going one level further down would be "I'm going to

start using Twitter. This is Level 3 now. "I'm going to start using

Twitter. I'm going to start understanding it. I might read a book. I

might go to some websites. I might grab some free e-books or

download Twitter 101 Using Twitter for Business and all those

fabulous free resources that are out there. I'm going to become

educated on that "Initiative".

[Slide 11]

Now here's the "Action Step". Here's Level 4. Here's the secret sauce

by the way, folks.

The "Action Step" always takes this format:

"Set up my Twitter account by Wednesday."

Setup is the verb. My Twitter account is the noun. By Wednesday is

the date or the deadline.

Here's another one:

"Load my first 30 tweets into HootSuite by Friday."

Load is the verb. First 30 tweets is the noun. Into HootSuite by Friday,

Friday is the date or the deadline.

The last one:

"Find 100 influential people to follow in my industry by Monday."

Find is the verb. 100 influential people is the noun. By Monday is the

That's the definition of an "Action Step". An "Action Step" is

something that you can move to your calendar. So it really takes it

down to, "What am I doing today? What's on my priority to-do list

today?"

Not what's on my to-do list because your to-do list could be 50

different things, but what are my Top 2 or 3 most important marketing

"Action Steps" that I need to do based on the "Strategies" I've

"Initiatives" that I've designed for myself.

"What are the action steps I can put on my calendar to get it done?"

[Slide 12]

So think about if you're in the insurance industry or if you sell into or

through the insurance industry, for an example. Let's go into a quick

little blueprint here and kind of follow this through with a complete

example of how you might engineer one of these things all the way

from strategy down to action step.

You're selling into the insurance marketplace just as an example.

Insurance companies, insurance agents, general agents, various

insurance associations, insurance publications, and you're looking to

becoming a dominant resource in that world. Your "Action Step"

might be "I want to follow 300 insurance industry folks on Twitter by

October 1st." That's your action step.

Does that fit into an initiative? Yes, it does. The initiative is,

"Aggressively grow my Twitter following targeted to my industry.”

Does that fall into a tactic? Yes, it does. The big picture tactic under

that is the social media tactic.

Does that fall under a strategy that you decided to use? Yes, it falls

into your internet marketing strategy.

So right there just unpacking those 4 Levels I think you probably had

some aha moments and some insights that you can use to start to filter

and sort. That is hugely important. You can be filtering and sorting all

of your old ideas, all of your old notes, all those webinars, all those

tactics and tools and light bulb moments that you've had, and all those

random nuggets and sound bites that you may have swirling around in

your head. If you start to sort them into these 4 Levels, "Strategy",

"Tactic", "Initiative", and "Action Step" you will get a much clearer

blueprint going forward of what to do this week, this month, next

month, and next year.

Most of the clients when they first come to me they say, "Well, David

this is great, but how do I know which strategies are right for me?" So

before moving on here let's pop up another survey question. Pat and I

want to see if this 4 Level enchilada was helpful to folks in clarifying

some of their craziness that they might be trying to keep at bay.

Pat: Okay, so the question on your screen is, "How much of your

marketing confusion and/or inertia does the 4 Levels clear up for

We have four choices. Please click on one of those circles and

indicate which of those best explains how you feel at the moment after

having gone through David's description.

People are voting, David. This reminds me of a radio show I did about

a month ago with a woman who is a very passionate patient advocate.

I talked about patient safety and she said, "This is great and I want

you on my show for an hour every week." I said, "You know that's not

my passion. That's not what I'm focused on. I can't do that."

David: Exactly right.

Let me also invite people because these are kind of like Yes/No and

four questions and four circles. If you have a response or a comment

or a thought or a question, feel free to pop that into the question box.

I'd love to hear some kind of dialogue and description. We got a lot

more content to go through, but I'm trying to weave in a little bit of

interaction just to hear straight from you what some of these things are

that you're wrestling with. And obviously after this call if I can be of

service to you and answer a quick question or get back to you by

email I'm happy to do that. So any kind of questions, comments,

thoughts about your experience tonight so far just pop that in the

question box and then Pat, as they come in feel free to convey them to

me because I'm flying blind here.

I'd love this to be a little bit more interactive and kind of share your

thoughts, share your questions, and share what you're experiencing as

we're unpacking some of these ideas together.

Pat: It looks like just everybody has voted, so I'm going to share the

results. So it's 44% selected "A", 33% selected "B", and 22% selected

"C". 0% are all done and ready to hang up because they've gotten their

aha moment.

David: Okay good. Excellent. Good, good, good.

That was a trick question. You can't lose with that question. So 20

minutes in, "Oh no, I've gotten my value I'm hanging up." Well, okay

then they've gotten their value and they're gone. "No, no, I want more.

I want to stick around," so it's a win/win question. It's awesome.

All right, my friends, thank you. Let's move on then.

[Slide 13]

This is hugely important, so if you didn't get what you came for two

seconds ago, maybe this is what you came for. You should still hang

out and stick with us, but this might be the game changer for you. This

is what 80% of small and solo business owners and 80% of

entrepreneurs completely miss, this marketing truism, this marketing

I'm being bold here and I'm calling it a fact. I've always considered it a

truism, but I'm getting excited tonight so now it's a fact. It's been

upgraded.

The concept that 80% of business owners miss that causes marketing

overwhelm and sales burnout. I don't know if you've ever had

marketing overwhelm or sales burnout, but I've had both. I needed a

strategy. I needed a touch point and a North Star so that I could avoid

marketing overwhelm and sales burnout. And yes, you heard it right,

even the marketing guy gets marketing burnout so this is very

common.

None of your marketing strategies are going to be effective unless this

one criteria is met. I hope you're ready. I hope you're sitting down

because here it is:

The marketing strategies that you choose must be "Easy", "Effortless",

and "Enjoyable" for you. Let me repeat that because it's so vitally

important. It's vitally important to your success most of all.

The marketing strategies that you choose for yourself must be the

ones that you personally find "Easy", "Effortless", and "Enjoyable".

I call that "Triple E" (EEE). The reason I mentioned this and the

reason that this is in fact a marketing truism is you have to market

your business every single day. When you wake up in the morning

happy or sad, rain or shine, feel like it or not, marketing is on your

horizon. So if you dread it, if it's the opposite of "Easy", "Effortless",

and "Enjoyable", it's difficult, challenging, and drudgery you're not

going to do it. You're just not going to do it. You're not going to

implement. You're not going to embrace it. You're not going to have

fun with it.

So what does this mean? This means that if you love writing you're

going to focus on writing strategies. If you love speaking you're going

to focus on speaking strategies. If you love technology you're going to

focus on technology-based strategies. If you love in-person

networking and going out and shaking hands and kissing babies you're

going to use in-person networking strategies. But the last thing that

you must do, the last thing that's going to serve you well, is to assign

yourself marketing tasks that you hate because you think that they're

the right ones or that someone else told you are the ones that are

working for them.

You know why they're working for them, because for them those are

the ones that are "Easy", "Effortless", and "Enjoyable". For you if it's

drudgery and disgusting you're not going to do it. So you now

officially have my permission. I can't speak for Pat, but you've got my

permission to focus on marketing tasks that you find "Easy",

"Effortless", and "Enjoyable" and focus on them exclusively.

I mentioned that there are a couple of resources that you'll get at the

end of this program tonight and there's a ton of stuff. There are about

40 to 45 pages of material and a whole bunch of other bonus material

I’m going to share with you and that Pat already has access to and

she'll be sharing with you. In that material I share 10 over-arching

marketing strategies that every small and solo business owner and

every consultant has to choose from.

For the purpose of our conversation tonight I'm going to share them

with you tonight. I'm going to share them with you now, but be aware

that you're going to get a lot more on this in the resources.

[Slide 14]

So there are five "Outbound" strategies. The five "Outbound"

strategies are:

Telemarketing - meaning using the phone. It doesn't mean

hiring a telemarketing company or doing a phone campaign

with hundreds of cold callers. It could be you picking up the

phone and making a telephone call.

Direct Mail - so a sales letter, postcard or anything that goes in

the mail.

Advertising

Trade shows and events - event marketing

Public Relations - publicity, sending press releases, etc.

These five "Outbound" strategies are getting less and less effective

every single day in case you have not noticed.

[Slide 15]

Now their partners in crime are the five "Inbound" strategies. Inbound

Marketing means that you're drawing people to you, that you're

drawing people to your expertise by offering value, inviting

engagement, and pulling them in.

Speaking - speaking to targeted groups, speaking to the legal

profession, speaking to the insurance industries, speaking to

risk management or whatever your niche or whatever your

market there's a group. There's an association and there's

probably many groups and there's probably many associations

that could benefit from hearing you at the front of the room

sharing your expertise advice, insights, recommendations, and

Publishing - publishing could range from publishing a blog, an

email newsletter, an article in a trade industry publication or an

association publication. It could go all the way to the spectrum

of publishing a chapter in a book or publishing an entire book

of your thought leadership in a hardcopy format.

Internet Marketing - so anything that you do with your website,

anything that you do with search engine optimization (SEO),

anything you do with inbound marketing, attraction marketing,

or online. So offering an email goody, email list building,

blogging, pay-per-click, search engine marketing, and all of

those things are under the internet marketing category.

Referrals - stimulating referrals or proactive referral strategy

Personal networking - shaking hands, kissing babies, pressing

the flesh, going out and meeting people. Not just in networking

groups, but also strategically one on one. Breakfast, lunches,

coffees or dinners. Connecting face to face, toe to toe, person to

person.

Now I have more good news.

That's it. There's 10 strategies total. That's the universe. That's the

universe I operate in. That's the universe that you operate in. There is

nothing else to marketing. There's nothing behind these 10 things, so

if you can get your arms around "Okay, there's five outbound

strategies and there's five inbound strategies. All I have to do now is I

have to sort of mix and match my own formula."

That's it. That's the whole universe. Everything that you need to do,

everything that you need to worry about, everything that you need to

implement in terms of marketing and sales and business development

is on these two slides. It sounds easy, but it's not and here's why.

[Slide 16]

The problem is you can't just think about this. You have to make some

decisions. So the mistake that I see a lot of my clients make and this is

true of so many different kinds of consultants, small business owners,

entrepreneurs, professional services firms, is we try and do them all.

The thinking is that you'll hedge your bets and you'll just try a little bit

of everything. I got news for you folks, if you're going to take this

seriously and you take everything Pat is offering you, everything that

I'm offering you in this program, and if you really want to get your

money’s worth and you really want to get results, today is the day you

decide. So scratch out "Think".

Its like, "Well yeah, you know David had some good ideas. I'm going

to think about that. I'm going to think about selecting maybe two or

three strategies, but let me just see what else comes in because you

never know."

I have a blog post out there actually. A friend of mine and a client of

mine said to me, "You know David, this whole concept of 'you never

know'. You know we're selling into an industry and then all of a

sudden this other industry pops in, you never know. I'm calling on a

client and they don't answer my call for three years and then all of

sudden out of the blue here they are and they answered my phone call.

Well, you never know." His name is Tom and I said, "Tom, ‘you

never know’ is going to kill you." You never know is going to kill you

so you cannot rely on you never know. You have to be proactive. You

have to decide.”

[Slide 17]

Now I've got more good news for you. You only need to pick two or

three. The big mistake I see people making is not only do they hedge

their bets, not only do they try and fill up every single free moment

with every conceivable hair-brain marketing, sales, and business

development strategy, but they’re unfocused and they’re scattered.

Then they wonder, "Well gee, why am I being unfocused? Why am I

scattered?"

My friends, because you're trying to push ten different rocks up ten

different hills and it's very challenging to do that. So today is the day

that you commit to doing less marketing. Don't do ten things. Don't do

eight things. Don't do seven things. Do two or three things with

consistency, with a game plan, and with some momentum behind it.

What I'm actually saying here is pretty revolutionary. You're going to

get better marketing results if you start doing less marketing. Do a

smaller number of marketing tasks with more focus, more momentum,

more intention, and more consistency. So if you choose two or three

today it's also the day you stop hedging your bets. You're not going to

be running your business like an all you can eat buffet.

In fact if you've have been treating your business and your marketing

game plans specifically like an all you can eat buffet it's no wonder

that you're filling fat, sick, overworked, and overwhelmed. Don't take

the fat comment personally, but certainly it's not healthy. It's not good.

Just like overeating isn't good for your body. Over-marketing isn't

good for your business, so it's time to choose a few healthy main

dishes and leave everything else behind and I mean that.

This is the best news that many of you can possibly hear and I know

this because it's the best news that many of my clients hear when we

start working together. Because it means that you actually have more

time, more energy and more excitement to do the things that get you

jumping out of bed and eager to do more of the right kinds of

marketing that suits you, that suits your personality, that fits your

strengths and your preferences, and your particular kind of business.

The mantra I would share with you is no more cookie cutter. After all

you're not a cookie, so the cookie cutter marketing of doing

everything all at once is going to make you sick.

I'll give you an example:

In my world I run every part of my business development and I have

lots of different investable opportunities, by the way. I run everything

on two strategies. My two strategies, just as an example, are internet

marketing and free speaking. Every piece of business, every client,

every coaching client, every paid speech, everything that I've ever

monetized has come from one of those two sources.

When people hear that they say "Wow, that's it. You haven't used

networking?"

I say, "No, I'm not big on networking" and they'll say "But networking

is brilliant for Jim over here. He's all about networking." My answer is

"Sure because that's what's easy, effortless, and enjoyable for him."

For me, I'll tell you the truth, networking I hate it. I would rather do

anything else.

I'll give you a quick example of what I mean here:

Last week I was speaking at the Philadelphia Business Journal Small

Business Expo, a big city-wide event with about 700 people. I said to

the group, "You guys are master networkers. How many folks really

enjoy networking and are great at it?" Some hands in the room shot up

and I said “I am terrible at networking. I hate networking.” I said,

"Here's the scoop folks, the only way that you are ever going to get

me into a room with 700 of you all wonderful fabulous business

people, entrepreneurs, executives, all master networkers is if I'm

standing up here on the stage where I'm standing. Because you are in

the networking seats today and I am in the speaking seat today. I have

decided speaking is for me and networking is not.

They usually laugh because I say it in a sort of self-deprecating way. I

say, "I couldn't do what you do. Some of you I'm sure could do what

I'm doing and God bless you, you should. I know that I'm really good

at doing what I'm doing right here, right now, and up here. I would not

be doing nearly as well if I was out there relying on my networking

skills. Speaking is a "10" and networking is a "0" for me. There are

other people where networking is a "10" and speaking is a "0" and I

admire them, it's awesome, and it works for them. I wish I can do that,

but I can't and so I don't. That's the key folks, if you can't or if you

don't want to and if you don't love it, don't do it.

We can go through all the other seven or eight strategies that I listed

that I'm not using, but I'm done self flagellating myself here for a

second. The point is I'm giving you permission. I'm giving you

permission to choose two or three strategies max. And then map out

under those two or three strategies that you've picked the "Tactics",

the "Initiatives", and the "Action Steps" that you're excited about for

your business and begin the structured and disciplined process of

doing less marketing so that your business thrives and grows.

Pat: David, we have a comment for you from one of our participants. She

says, "What if the marketing choice you choose is not the most

popular choice currently for the world, for example technology or

speaking etc.?"

David: Not the most popular in front of your prospects you mean or they

don't consume it?

Pat: Let me read it to you again. The person who wrote this, if I need more

interpretation, please feel free to add to this.

She said, "What if the marketing choice you chose or you choose is

not the most popular choice currently for the world choice, example

technology or speaking etc.?"

David: Too bad. It's not a problem. So do I have more opportunities? It is a

great example. It's a great question and I'm not blowing it off. My

genuine answer is too bad and don't worry about it.

This question is for everybody: Would you agree that we generally

have about 100 times more opportunities to network than we do to

speak in front of a group? It could even be a small group of 10 or 12

or 20 people because it doesn't matter, but I know I have a hundred

opportunities to networking for every opportunity I have to speak.

Do I take them? No, of course I don't take them. I hate that crap and

we just talked about this. Again, let me go back. The word "popular"

is the pivot of the question. I don't care what's popular and you

shouldn't care what's popular. This is not a numbers game. This is a

consistency game. This is you getting excited about your marketing

I can open up my calendar tomorrow here in suburban Philadelphia

where I live. I can literally go to 100 different networking events. My

next speaking opportunity is October 23rd. I have a webinar actually

on Thursday and another one of these tomorrow for a different group.

I consider this a speaking opportunity by the way and Pat's paying a

fortune to have me here. Pat can tell you more about that later, but

tonight's a speaking opportunity. I create more opportunities for the

marketing activities I enjoy even though tomorrow morning I could

open up the Philadelphia Business Journal and go networking 100

places. It doesn't mean I'm going to.

Is that more popular? Sure. Is it more effective? Not for me, so you

have to have some self determination around these choices. Don't

worry about what's popular and that's why I mentioned about taking

the big deep breath and to do the clean slate. We’ve got to let go of

the coulda, shoulda, mighta, woulda, sorta, how come she's doing that,

how come he's doing this, and that little gremlin voice I'm kind of

hearing imbedded in that question. We’ve got to let that go and that's

not just for the questioner, and thank you for the question, that's for

everybody. That's for me, that's for you, that's for all of us.

Pat: She did clarify this a little bit David and said, "For example

technology may be the hottest thing going, but you prefer to do

speaking. Would you appear to be outdated if not a lot of technology

was used?"

David: No. Here's my job and I think here's your job. I think we're okay on

time, so I'll spend a little time on this, but I also don't want to get

bogged down unnecessarily in case not everyone is fascinated by my

ranting here and my answering the wrong question that was never

asked.

The point is not to seem hip. The point is not to seem current. The

point is not to seem tech savvy. The point is to get clients.

Now if you're telling me on the other hand, "I've done a whole ton

speaking, David and it's never gotten me a dime. It's never gotten me a

single client, a single lead, a single opportunity, a single referral

relationship, a single advocate or influencer or anything." Then I

would say, "You, my friend, should stop speaking."

In my world, 2013 and beyond, everything good that has come to me

professionally, monetarily, and financially has come through one of

my two strategies and one of which is speaking.

Do I seem out of date? Do I seem archaic? Let's go another direction

with this. I hate the phone. People say, "Oh no, I've made millions of

dollars on the phone. I love cold calling. I love picking up the phone. I

love networking on the phone. I'm all about the phone." I say that's

terrific. If you come across that person would your same comment be,

"Oh the phone, that is so 1985. I don't use the phone. I use

technology." Again, the point isn't to be hip. The point isn't to be

current. The point is to get clients.

I hope that helps.

Pat: She said, “Got it.” One more question David from a different person

who said she recently read an article in which "Permission Marketing"

was mentioned several times. What exactly does that mean?

David: Permission Marketing is a fantastic book by Seth Godin, one of my

personal heroes. Permission marketing means that you need to get

people's permission to market to them. In the old days the only

channel we had that was a permission-based marketing tool was

email. People needed to opt-in and subscribe voluntarily, knowingly,

and consciously to your email newsletter. It was not cool as it's still

not cool today to go to a networking event and grab someone's

business card without mentioning it, without asking them, and without

getting their permission to suddenly start spamming them with your

email newsletter.

Permission marketing has gone way beyond email and now it's all

sorts of things. It's a great book and I highly recommend Seth Godin's

book Permission Marketing if you're not familiar with it. It's about a

decade old, but it's still ahead of the game. It's still ahead of where we

are in 2013.

Pat: Perfect, thank you.

[Slide 18]

David: You bet. Now the question no one's asking is, "Hey Newman, why is

there a salmon dinner on the screen," so I'm going to answer that

question right now.

This is the other key that's worth repeating: "Don't pick everything in

your marketing mix." Picking everything means you pick nothing,

that's first and foremost. You can't eat a meal that has 10 main

courses. Again going back to the 4 Levels and then we'll move on,

think of the "Strategy" if it's helpful. Think of the "Strategy" as the

main course. Think of the "Tactic" as little side dishes that accompany

the meal. Think of the "Initiative" as picking up the right fork at the

right time and think of the "Action Step" as actually taking the bite

and enjoying, savoring, digesting, and getting energy from that food

that you're eating.

That was way longer than I was hoping to have that salmon on the

screen because now I'm getting kind of hungry, but I think we have

another survey question Pat, about this right at this point. It's our next

little interactive survey.

Pat: Okay, "Which inbound strategy appeals to you most?"

Is that the question?

David: Yeah, those are the five that we talked about.

Pat: Five choices and again we're focusing on the inbound strategies, so

please select one of those on the screen.

I know David that I would rather write five blogs a week than to do a

lot of in-person networking, so I'm right there with you.

David: Totally. There's nothing wrong with disliking these things. "Well, I

like all ten." I like two or three and I dislike seven and I think I got a

better marketing plan than most people who like all ten and do all ten.

Pat: Of course referrals are one of my favorites. Word of mouth, referrals,

and repeat business - we love those.

David: Absolutely.

Pat: All right people are voting at this point. We'll give a few more

seconds to make your choices and then we'll share the results.

David: Pat, just a quick process check while they're finishing that up. We're

going until 9:30?

Pat: 9:30, yes.

David: So we're going to have a little bit more Q&A then. We don't need to

really wrap up until 9:30.

Pat: Correct.

David: Okay, good.

Pat: Of course, if you run out of things to say, David, you can stop sooner.

David: That's almost never the case.

Pat: I had that feeling. All right, let me share the results. We've got 14%

saying publishing, 57% saying internet marketing, another 14% each

for referrals and personal networking, and 0% for speaking.

David: Awesome. That's all the more for me and Pat, terrific. Remember

again the voting. If you really want to make this stick and if you really

want to turn ideas into action what you just voted for is what you

should focus on for the next 90 days. Really lean into that strategy that

you just voted for and you will see amazing results.

[Slide 19]

Okay good. Let me throw out another idea or another twist on this

which might be immediately helpful to everybody. I mentioned that

"free speaking" is one of my two big flagship strategies. In addition to

free speaking I also do paid speaking, but one is as a revenue

generator and the other is as a lead generator.

Let me unpack what this might look like in your world, understanding

that we have 0% speakers in the group and that's fine because you can

use this with lots of different things besides speaking. This is really

about free samples. If I use the speaking strategy my free sample of

that is going to be a free speech.

There's lots of ways in your consulting practice that you can leverage

a free sample concept. People have all different kinds of names for

this. You may have heard this referred to by different gurus and by

different labels. Andrea Lee calls this "The Pink Spoon Strategy"

because of the little pink spoon you get at the ice cream shop to try a

new flavor. My friend Mark LeBlanc calls this "The Showcase

Strategy". Christian Mickelsen calls them "Free Sessions that Sell" or

"Free Coaching".

It's essentially the free zero risk version of whatever you get paid big

bucks to do. One concept that I'd love you to walk away from this

program with is what I call "The Fee Waived Pilot". This is powerful

language to help you frame your sampling strategy. It doesn't matter if

you're doing consulting and there's some sort of fee waived

assessment. Accountants can use this when they do a fee waived

financial fitness checkup. Speakers can do it when they do a fee

waived seminar.

Here's why it's important: It's not free. Its fee waived. What does that

mean? That means ordinarily Mr. or Miss Prospect, Mr. or Miss

Attorney, Mr. or Miss Insurance Company, Mr. or Miss Investigator

or whatever it is there's a fee associated with what I'm about to do for

you to get my foot in the door and show you how fabulous and

valuable I am.

So that's the fee waived part. Think about the term "pilot". In

Hollywood when you have a TV concept you film a pilot. A pilot is,

"Well let's see how it goes over." If they like the pilot they buy the

series. If they don't like the pilot well of course they don't, but pilot

means first in a series. If you like it you'll buy the rest of them.

Now all of this is suggestive language. This is all just sort of

psychological positioning, but it's a whole lot better than, "Ooh, let me

do something for free for you and maybe you'll like it. Maybe I'll be

your lapdog and maybe you'll throw me a bone." This comes in on the

other end of the status spectrum. You come in as a trusted advisor.

You come in as a high valued peer. You come in as someone who has

superior professional skills and reputation. It's almost like you're

taking a little bit of a dip. You're taking a little bit of a bow down to

their level and saying, "Well, if you don't fully understand how

fabulous I am perhaps a fee waived pilot is something we can

discuss."

It preserves and in fact I would say it enhances your status during the

prospecting and selling process so that people lower their shields.

They don't raise them. They lower their shields to let you in and have

a more significant type of conversation with you because they know

that there's something of value that you just put on the table.

Let's go back to my example for a quick second so you can see how

this plays out. The strategy is the speaking strategy. None of you guys

picked it. It doesn't matter. Pick yours. Substitute over that the free

sampling strategy.

In my world the "Tactic" would be speaking to groups for no fee. The

"Initiative" would be in front of the financial services industry.

I want to do these kinds of talks for banking, insurance, credit unions,

financial advisors, different associations and different affiliation

groups that serve that industry. And then if that's my game plan the

action step would be get in touch with five new prospects for a free

speaking gig every single week by Friday at 10:00 A.M.

It could be recurring, so it's not just do a one time thing by Friday. It's

every week do X, Y, Z, verb, noun, and date by Friday at 10:00 A.M.

recurring and recurring. That's where your consistency comes in.

If I do these every single week, if I do five of these a week starting

this week, I check into their meeting calendar, I talk to their executive

director, I ask them how they vet their speakers, and I put myself in

the running.

Coming up later I'm going to give you a blow by blow of very specific

templates and scripts for how to deploy your free sampling strategy in

a phone call or an email. So hang on to this idea. Forget the speaking

because you guys don't want to do speaking. That was my example,

but there's a lot of ways to get in front of prospects with your value

proposition that has them lower their shields.

[Slide 20]

Okay, the next topic: You were promised that we would discuss how

to laser focus your marketing so you get up each day knowing exactly

where to invest your time, energy, and efforts. I call this "Dream Big,

but Dream Focused".

My advice here is simple. Do not start with your strategy process with

what you're selling, your methodology, your approaches, your models

or none of that. Don’t even start with why they're buying and certainly

don't start with "The How", you know the technical details, the

proprietary tools and etc. Nobody cares about that.

[Slide 21]

The best place to start dreaming big and the critical place really is to

focus on "The Who". The "Who" question. Who are you marketing to

and what makes them tick?

The first step is to identify your buyer persona because the first

question in any kind of marketing or sales or business development

initiative is,

"Who do I want to serve?"

"Whose heartaches, headaches, problems and hassles am I

brilliant at solving?"

"Who are they by job role?"

"Who are they by industry?"

"Who are they by income level?"

"Who are they by all the traditional kinds of psychographics

and demographics, but even more important what are they

like?"

"What are their personalities?"

"What's important to them?"

"What really makes them crazy in their business or in their life

or in their carrier or with whatever it is that we're helping them

with?"

I work with all kinds of coaches and consultants. Technology coaches,

health coaches, and real estate people so this applies to everything.

"What makes them crazy with their real estate if you're a real

estate person?"

"What makes them crazy with parenting if you're a parenting

coach?"

We're in the world of legal nurse consulting so you kind of know. You

have a defined universe, but this applies across the board. I share this

advice with all different kinds of audiences and all different kinds of

clients, so it holds true across the board.

Whatever your expertise is there's a specific group of prospects that

need it more, that value it more highly, and who suffer from it more

greatly. Let me repeat that because that could be a huge barometer of

how you start to take the temperature of some of your prospects and

some of your marketing targets.

There's a group that needs it more than the rest that values it more

highly than the rest and that suffer from it more greatly. Those are

your people. Those are your peeps. Those are the folks that you can

serve the best. That is the highest and best use of your marketing time,

it is to identify those specific situations, those specific clients, those

specific referral sources, those specific cases where you and your

expertise are an absolute rock star and focus a thousand percent on

getting more of those.

[Slide 22]

Let me give you another example and another way to think about this.

Here's Ray Kroc the popularizer of McDonald's. He's not the founder

of McDonald's because the McDonald brothers are the founders of

McDonald's.

Ray Kroc, as you may know, was a milk shake machine salesman. He

saw what the McDonald's brothers had done with those little roadside

hamburger stands. He liked it, he bought them out, and he built the

McDonald's empire.

There's a great quote on the screen right here. This is not the quote

that I want to share with you. There's another Ray Kroc quote that I

want to share with you.

Before he died he was on TV and he's been on TV of course dozens

and dozens of times and probably hundreds of times. There was a

young intern working at the TV station and the young intern went up

to Ray Kroc and he knew he had like 30 seconds with him before he

went on the air. He says, "Mr. Kroc, tell me a piece of business advice

that I can take with me for the rest of my life." Ray Kroc turned to

him and he said, "Well I guess it's pretty simple. The key to my

success is that nobody ever walked into one of my restaurants who

wasn't hungry."

"Nobody ever walked into one of my restaurants who wasn't hungry."

So the key operational question is, "Who's hungry for you and who's

the hungriest?"

"Who's the likeliness?"

"Who's the neediest?"

"Who's the best fit?"

"Who's the perfect match for your skills, your talent, your

experience, and your expertise?"

Once you identify your buyer persona by deciding here are the folks I

want to serve the most because I enjoy them the most, I deliver the

most value to them, and I serve them the best. These are the folks that

are the most hungry for my information and my expertise. They are

the ones that have the assets and the resources to invest in my

services. Then you ask the second question, "All right, for that type of

person how do I come on their radar screen?"

"Who am I in their world?"

Again, let me leave the world of legal nurse consulting for a moment

just to give you a couple of different examples of how people can

come on the radar screens of their prospects. By the way, these are

real life examples. These are the kinds of folks that I tend to work

with so I'm using them. The names have been erased to protect the

successful.

"Am I the financial advisor specializing in high net worth

divorced women?"

"Am I the real estate broker for first time homebuyers?"

"Am I the advertising agency specializing in auto dealerships?"

"Am I the accountant specializing in technology startups?"

"Am I the mental toughness coach for professional golfers?'

I have that guy. I have all these guys.

"Am I the leadership guru for the forestry industry?'

"Am I running the PR firm for dentists?

In the LNC world there's all kinds of cases, there's all kinds of work,

there's all kinds of prospects and clients. Can you serve them all

equally well? Well maybe but probably not. Should you try and serve

all of them all the time with equal focus and energy? No.

So could you specialize, could you niche, could you focus, could you

slant your practice so that you become known to a certain group that

is the hungriest for your particular set of talent and skills? When I tell

people I do a little sales coaching here's what I say. I say, "Listen,

once you're having that conversation with them what questions are

you asking that help to qualify the best prospects and disqualify the

tire kickers, the goof balls, and the goobers? Once you've had that

initial conversation how do you filter and sort the clients that are

serious from the clients that are not?”

There should be like a DNA test that you can provide that says,

"Okay, here's the niche, here's the industry, here are the right names to

drop, here are the right stories to tell so that this client or this prospect

all of a sudden understands I'm not only the best choice for what they

want to do, but I'm probably the only choice for what they want to

do." That's one of the key sort of sales training sound bites that I

share.

Do you have the best names to drop and the best stories to tell? Now

names to drop - I simply mean it's not name dropping in a bad sense,

but it's telling success stories with a specific situation or a specific

client or a specific circumstance where you had some success. If you

can do that then I think you're going a long way in persuading that

prospect that you're the real deal and you're a great fit.

Let me give you an example and this is also another way to think

about this is "What's the label?"

"What's the label on your bottle?"

"What's the label on your fishbowl?"

My label is "I’m the marketing strategist for small and solo service

business owners." I'll show you how to externalize this in your world

because I've externalized it in my world.

[Slide 23]

The most powerful headline in marketing:

"IS THIS YOU?"

Here's where you talk about your prospects most common pains,

problems, heartaches, headaches, challenges and gaps.

"IS THIS YOU?"

Now again you can't use this because you need to make your own

based on your niche, based on your expertise, and based on the target

market that you've decided for yourself. Mine is on my website, and

this is live up there on the web right now and I'm just bringing it in

here for an example is, "IS THIS YOU?"

You want to win more clients more often and more easily.

You want to eliminate feast and famine.

You want to become the obvious choice even if you think you

sell commodity products and services.

You'd love to out think, out market, and out maneuver the

competition.

You really want to improve your selling skills without

gimmicks or manipulative sleazy techniques.

Now this needs to be in plain English and notice mine are all in plain

English. It speaks directly to the heart of a specific kind of buyer

about their specific kind of problem. It's not marketing speak. It's not

clever copy. This is more about copy listening then about copy

writing.

So guess how many times I've heard these things from my clients,

from my prospects, and from my audiences? A lot, so I didn't write

this; I didn't engineer this; I didn't stay up late at night and kind of

mold this together out of thin air. I simply sat down with a blank piece

of paper and I said, "What kind of complaints, problems, and

symptoms do I hear all the time from the folks that hire me?" I jotted

them down. I had probably 30 or 40 to start with and you should have

30 or 40 on your legal pad and then you pick the best 5 or best 6 or

best 7.

I'm happy to give myself my own report card and Pat, we have a

survey to see if I hit this anywhere near the mark. Our next survey is,

"Looking at you and your business if you were my client or my

prospect would this language resonate with you? Did I hit the mark

for you?"

Pat, let's go ahead and pop that survey up.

Pat: Okay, it's up on the screen now. Please use your cursor and select

either yes or no by clicking on the white circle next to the letter.

All right and some people are voting David and I think your

comments about finding the niche are really helpful because there are

attorneys who specialize in different types of cases. There are

obviously plaintiff and defense attorneys. There are some legal nurse

consultants who are very comfortable working on personal injury

cases and others who really specialize in medical malpractice or

perhaps product liability cases. So there are many different ways that

you can find that ideal client based on your interests and also your

skills and background.

David: Exactly. And then again in addition to the multiple choice feel free to

use the question box. Any kind of question, response, comment or

thought that this is sparking for you in your business feel free to share

it in the question box and Pat will convey those to me.

Pat: It looks like you have met your goals there David. We have 100%

who answered yes.

David: Holy smokes.

Well that's great for me and woo-hoo, but my hope for you and my

goal for you is that you create five bullets. If you convey five bullets

to your ideal client and they go, "Oh man, she knows exactly what

we're going through. She can fix it and she can help." This is the "Ah

at last test".

If someone can read your five bullets like you read my five and said,

"Wow, okay this guy gets it. I'm not sure I'm going to work with him,

but man, he is speaking my language." Once you nail this down the

best compliment that you're going to get is your phone is going to ring

and someone's going to say, "You know I was just on your website

and I felt like you were talking to me. That's exactly what we're going

through and that's exactly what we're up against. Man oh man, I wish I

had found you three years ago. This is perfect." That's the reaction

that you want and if you write your five bullets not with clever copy

writing and not with manipulative sleazy techniques, but just by re-

listening in your mind to all the folks that you've already worked with

that have already hired you these five bullets are so easy for you.

They're so easy within reach that you can probably crank this out by

tomorrow morning and you can put this into an email or put this on

your website or on some kind of marketing document and be miles

ahead of the folks that are not doing this.

So here's the template. I picked mine. I said that mine - initially years

ago when I did this - my sheet had like 40 things on it, so here's the

template for you:

"Are you suffering with this?"

"Are you frustrated about that?"

"Are you tired of this?"

"Do you want more of that?"

"Are you concerned about blah-blah-blah"

"Are you noticing more and more of this?"

"Are you hearing this in the hallway?"

"Are you seeing this in meetings?"

You give them a very personal experience of the fact that you get their

problems. You're totally in sync with their heartaches, headaches,

gaps, and challenges. Basically you get them. It's that simple all right,

so here's a profound sound bite.

"Experts win on a value and generalist die on price"

So you must be an expert in something or a tightly related set of some

things because remember folks who do what you do are a dime a

dozen. Folks who do what I do are a dime a dozen. There's no

shortage of marketing people out, folks and I don't know if you've

realized this or not, but you can't spit without hitting a marketing

speaker, marketing coach, marketing consultant or a marketing guru.

A dime a dozen, no question, and I'm the first one to admit it.

Folks that do what you and I do are a dime a dozen, but on the other

hand true problem solvers are a goldmine. I like to position myself as

a problem solver. You should position yourself as a problem solver.

[Slide 24]

Here's the key to doing this successfully: it's clarity. Articulate clearly

and powerfully that you can solve these kinds of problems. So the key

to unlocking more clients is the clarity of your own self definition and

the confidence of the way you articulate it. Why do you need to be so

specific? I'll tell you why and this is another profound sound bite if I

say so myself. There's no such thing as a general answer to a specific

problem. I'm going to repeat that because it's such a key nugget for

There's no such thing as a general answer to a specific problem or at

least not one that people are willing to pay for. People don't pay for

general answers to their very specific problems. The two main

purposes of all of your marketing is to convey two ideas.

1. I know what you're going through.

2. I can fix it.

Well we're in the home stretch and you're going to get a lot more

tools, templates, and scripts if you hang on for a few more minutes.

Don't go anywhere because we've got a ton more stuff and there's a

quiz and there's all kinds of party favors and who knows what, so

hangout here. I wanted to give you at least a handful of templates you

can start to use immediately.

Pat: Before you get into that David, there was a request to repeat what you

said about experts who win on value and generalists who die on price.

David: "Experts win on value and generalist die on price."

Pat: Thanks.

[Slide 25]

David: So a "Referral Template": This is a bulletproof, easy, simple, non-

sleazy "Referral Template". Remember we talked about definition,

deciding, target market, buyer persona, and Ray Kroc. You have to do

all this before the Referral Template works and here's why.

"I'm looking to meet ______"

"I'm looking to meet anybody, is not good."

"I'm looking to meet people who hire legal nurse consultants”,

is not good.

"I'm looking to meet super specific kind of target prospects," so the

more specific this is the more leverage and power the rest of this

template has.

In my world I'm not looking to meet business owners. I'm looking to

meet small and solo professional service providers. When I go to my

network they say, "Hey David, how can I help you," and I say "Well,

thank you for asking. I'm always looking to meet small and solo

professional service providers who want to do a better job and

marketing and grow their practice. If you know anybody like that I

always welcome a conversation." Super simple, but you have to have

the first part of that nailed down.

The second part: "I'm looking to meet _____. I'd love your advice,

insights, and recommendations."

My buddy Michael Goldberg, who is a referral marketing expert and a

networking expert too, calls this "The Asking for AIR Conversation".

(AIR) is the acronym for Advice, Insights, and Recommendations.

Just open up the discussion. People love giving advice. They love

giving insights. They love recommending because it makes them feel

smart, so that's the exact language to use.

"I'm looking to meet ____. I would love to get your advice, insights,

and recommendations."

Then you can arm your network with what I call a "Referral Blurb". I

don't have time to get into it now, but there's a resource because I have

a blog post that goes into agonizing detail about what a "Referral

Blurb" is and how to create your own.

If you Google the term "Referral Blurb" the first or second page of

Google results would be my blog post and it walks you through step

by step on how to create your referral blurb. It gives you a skeleton

template and it gives you a filled in example that you can copy and

modify for yourself.

Three way meetings are also very powerful, a three way phone call, a

three way breakfast, and a three way coffee.

"Hey, why don't you and Sally and Jim and I go to breakfast

and we'll talk about how you can help his firm."

"Hey, why don't I connect you with Stephanie and we'll jump

on a conference call real quick and I can tell her how fabulous

you are."

Finally be a giver. Don't be a taker. Give, give, give, and give until it

hurts. I don't know everybody that's doing this series with Pat, but the

folks that I do know, and certainly about Pat herself, is she's totally a

giver and she's awesome. My friend Greg Williams is totally a giver

and he's awesome. Frankly I'm trying to keep up with these two in

terms of giving and being generous and continually having that giving

mindset. That sounds great and it sounds very selfless and heroic, but

I can't tell you how profitable and successful and wonderful it is. It's

probably the most selfish selfless motivation you could have.

[Slide 26]

All right let's look at "LinkedIn". A lot of folks say, "I'm on LinkedIn

and I'm not using it. I really wish I could do better with it." Here is a

LinkedIn Template for you.

First of all the LinkedIn connection request email is horrendous. If

you're using it, it says, "I'd like to add you to my network on

LinkedIn." Well how do people feel about being added? Oh, I'm being

added. That's romantic." Your network right, I'd like to add you to my

network. "Well, I don't care about your network, how about me?"

So I flipped it. I have a little text file. I copy and paste this and I use

this all the time.

"I'd like to put my professional network on LinkedIn at your disposal.

After we connect if there's someone to whom you'd like a personal

introduction just let me know. Thanks in advance."

Now who's that about? That is about my recipient. That's about me

offering value. That's about me being willing to give connections.

That's about me being willing to help. I'm a LinkedIn rebel. I do not

always just send this to people I know. I send this to people I would

like to know. I send 10 of these and 8 accept. I send 10 and I get 8

yeses, so an 80% acceptance rate on this template. It's huge.

Once you're connected to people here's another note you can send:

"I'm glad to be connected to you on LinkedIn and wanted to reach out

to you personally. My expertise is in _____. "

Not in everything. My expertise is in a certain kind of case for a

certain kind of firm in a certain kind of circumstance.

"If a brief conversation about your situation would be valuable I'd be

glad to brainstorm with you." And then put your name and then put

your phone number.

Some people prefer to pick up the phone. God knows I don't. I hate

the phone. I forgot to mention the second thing I hate most after

networking is phone calls, but they might like the phone. At this point

I don't care what I like. I care what they like and I'm offering to help

them and talk to them so if they prefer to call me that's A-OK. So

that's the LinkedIn template.

[Slide 27]

Phone Calls: I just finished telling you how much I hate them, but I

got to use the phone. Now I use the phone a minimum amount, but I

still got to use the phone.

Here's your phone call template:

"Hi Susan, this is David Newman. I work with [a very defined target

market] who want [certain outcome] and [certain result]. I'm calling to

see if this is worth a short conversation."

I'll give you a couple of examples here. In my world I would say,

"Hi Susan, this is David Newman. I speak to groups of small and solo

professional service providers who want to do a better job of

marketing and grow their business. I'm calling to see if a program like

this might be valuable for your members. I'm calling to see if this

might be worth a short conversation."

Fill in whatever is natural for you and here's the methodology: I don't

pause. I don't wait. As soon as I know its Susan on the phone this all

comes out in the first ten seconds. What's the hardest most awkward

part of a telemarketing call? The first 10 seconds.

She goes, "Hey, it's Susan Jones." I say, "Hey Susan, this is David

Newman. I speak to groups of small and solo professional service

providers who want to do a better job of marketing and grow their

business. I'm calling to see if a program like this might be valuable for

your members."

I shut my mouth, listen, and now we're having a conversation.

"Oh, you caught me at a bad time."

"Oh, we don't hire speakers."

"Oh, we have no budget."

Whatever, right? This is easy. A couple of more examples:

Again, I work with all kinds of small business groups and all kinds of

entrepreneurial groups. I'm kind of mixing up the examples for you

just so you can expand your vocabulary on this little bit.

"Hi Susan, this is Jane Buck. I work with bankers who want to get

more small business banking customers and boost deposits and

lending. I'm calling to see if this might be worth a short conversation."

Now again you have to know a little bit about their world. Banks,

bank consultants, credit unions, and all these different financial

institutions they're either focused on deposits, which is retail, or

lending which is usually commercial. It's unusual for a bank to be

strong in both. Her value prop is, "I can help you move both needles,"

so that's special. You and I wouldn't know that. A marketing guy

wouldn't know that. A legal nurse consultant wouldn't know that. You

wouldn't care, I don't care, but bankers care. Bankers go, "Ooh, that

sounds interesting. How would that work?"

Another example:

"Hi Susan, this is Betsy Ross. I speak to groups of cancer patients who

want to feel good and look great even during treatment. I'm calling to

see if this might be worth a short conversation."

So here's a health and wellness person, you know cancer and sort of

counselor. Just really interesting, short, punchy, and to the point, but

think about all the work that had to go into these. Think about the

definition and the decisions they had to make about what they want to

do and who they want to do it for. So that's your phone call template.

[Slide 28]

All right, so frankly I wish I had nine more hours, but I don't. We're in

the home stretch here and I want to have a little room for some other

things plus there's a quiz, plus we got some other housekeeping

things.

There are a ton of ideas in this "Do It! Marketing" book. I'm going to

shamelessly plug this book. It's the best $13 you've ever spent and

tons and tons of good material in there. It's much more fun to read

than to hear me blather on about it.

So putting this altogether you now have a "Strategic Marketing

Blueprint for Growing Your Business". We talked about the building

blocks of strategy, tactics, initiatives, and action steps. We worked

through the five inbound and the five outbound marketing strategies.

We went all the way to focusing on a specific target market and a

specific buyer for whom you are brilliant at solving their urgent

pervasive expensive problems. You now have three mission critical

templates that will help you skyrocket your referrals and give you a

real solid LinkedIn strategy and make you much more successful

prospecting by phone.

[Slide 29]

At this point I've got a theory and my theory is that you just need a

HUG. And a HUG is an acronym because you need a "Hunger" to

play bigger, you need an "Urgency" to act bolder, and you need a

"Game plan" to get better.

Now for the gifts:

I want you to have these two gifts to help your business grow and

thrive regardless of the economy, no matter what your industry is

dishing out, and no matter what the competitors are doing. It doesn't

matter. If you go to doitmarketing.com/LNC you're going to get a

copy of my "21 Secrets of Marketing Success" e-book. That's got the

five inbound and the five outbound strategies. That's got the

marketing plan template in there and you're also getting a copy of my

"Marketing Language Bank" workbook which is going to give you the

exact process to craft that powerful marketing language we were

talking about halfway through our program tonight. It's highly focused

and highly effective in attracting the exact type of buyers that you're

trying to reach.

So a big huge thank you to Pat for inviting me, I am here to stick

around for questions. You got a little survey quiz thing coming. I am

completely at your service, but I want to thank you. The power is in

your hands now. My only encouragement is you go out and you do it.

Pat: Hence the term isn't it, "Do It! Marketing."

David: It is indeed.

Pat: Yes.

We have a couple of minutes if anyone has any additional questions or

comments for David. I know David, this is your passion and we really

appreciate you sharing your expertise and particularly helping us

focus on two or three strategies instead of being overwhelmed by all

of the choices that are out there.

David: Oh my gosh yes.

Pat: I know personally I have struggled with do I participate in Google+,

Pinterest, Facebook, Twitter, LinkedIn, and do my blog and can I do it

all. It's just sometimes overwhelming as you said.

David: Totally.

Pat: We have a thank you for a wonderfully enthusiastic presentation.

David: You're welcome and my pleasure.

Pat: David's email is on the screen. As he said, if you got a quick question

for him please be sure to go to that link and buy his book. I'm sure that

you will find it to be filled with valuable information. As you exit

from the webinar tonight there will be a quiz as David mentioned.

This is part of the post test, but it also has questions that give us

feedback on the presentation as well as an opportunity to identify

anything else that you would like to learn about.

I'm not seeing anymore questions David, so I again want to thank you

for being part of tonight. For all of you who were on this webinar

either live or watching the replay, thank you for making this

investment in building your marketing program and goodnight all.

How to Create a Strategic Marketing Blueprint · How to Create a Strategic Marketing Blueprint [Slide 1] Pat: Good evening, this is Pat Iyer and with me is David Newman. In this session

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