Our clients are struggling with marketing. It has become incredibly complex. The marketing mix, the communication mix, the channels available, measurement, the pressure on budgets, proofing the ROI, understanding social media and understanding technology are all hot topics.
Marketing gets bad press
And marketing sometimes gets a bad press. Not accountable, manipulative (read “Brandwashed”), not understanding social media, old rules don’t apply, marketing is dead and what’s the point of marketing.
Context and contrast
We have used lots of books (see the book flower) with our clients to create the contrast and context and help make sense of some of the issues that they are facing. A lot of them are fluffy and a lot are a repetition of the same theme, mostly to do with social media.
Do it! Marketing
Do it! Marketing is refreshing in that context. Blood on the wall, “Fierce competitor” type no nonsense marketing tips. All applicable. All 77 of them. All practical. Including a workbook at the end to help you go and do it.
It restored some of my faith in marketing.
Who are your clients and why. Only focus on the “what” after you answered those two question. What do you want to be known for, speak the language of your clients, position properly, brand properly and sell. Some of the highlight:
- Your clients are not interested in your business. Apply the “so what test” and the “prove it” test. Your brochures, website and other collateral all likely all about you and it is boring. Could you say what has been written out loud to someone in a conversation? Without them having a laugh?
- Use authentic client language from your conversations with your clients.
- Stop selling sugar. Sugar is a commodity. What do customers love about you? Hate about you?
- Visibility + credibility = buyability. Are you visible and annoying, visible and insignificant or visible, credible and consistent. Are you buyable? Are you obviously buyable? Is it a mistake not to buy you?
- The only 3 problems you can solve. Process, people and profit. Which one is it? Ask the right questions and develop the right sales conversation.
- Control is priceless. Position your offering in more control and less chaos.
- Buyers will only remember one thing about you after one week. Clarity is key
- Speak, write and use social media. It is called expertizing. However competency will not win you clients. That is a given. Be unique.
- 52-72% of B2B professional service buyers are willing to switch
- Do not revert to self promotion, self solicitation, pathetic begging or self commoditization (buy my crap).
- Give to give, engage, earn their attention first.
- Always include a call to action
- Establish a referral circle of trusted contacts
- Sell like a girl (it is relational, not transactional)
- All leads are 911 one calls. You have 15 minutes
- Stop wasting time following up. You have the wrong prospect, the wrong decision maker, you are dealing with goldfish, you weren’t memorable and sheep dog bark, alpha dogs buy.
- Branding is BS. A brand is a promise of an experience. What promises can you make?
- Planning trumps passion every time. Think through, ahead and beyond failure.
Be serious; The “Be serious” is one of my favourites:
- your e-mail is a Gmail or hotmail account
- you don’t have a website
- your business cards look shocking
- your latest blog is from 2011
- your latest tweet is four months ago
- you have 2 likes on Facebook
- your LinkedIn page looks barren, with only 20 connections
- you are still referring to press releases and articles from 2005
- you are self promoting all the time
- you are an ass online
The contents page says it all. This is what you get:
PROLOGUE: DOING YOUR BEST IS NOT ENOUGH PART ONE: MARKETING ROCKS Introduction 1. Stop Throwing Money into a Marketing Black Hole 2. Determine Who, Then Why—And Your What Comes Last PART TWO: IT’S ABOUT THEM, REALLY 3. Who Are You? 4. What Do You Want to Be KNOWN For? 5. Who Are They? 6. Show Up With a Bucket 7. Hula Hoops® And Kool Aid® 8. Avoid Blah-Blah-Blah Marketing 9. Stop Selling Sugar 10. Visibility + Credibility = Buyability 11. 50 Reasons People Should Buy from You PART THREE: LEARN TO SPEAK PROSPECT 12. Build Your Marketing Language Bank 13. Seven Questions to Identify Your Best Buyers 14. Don’t Fall into the Same-O Lame-O Trap 15. Zero In on Your Pain/Gain Factors 16. How to Build Your Prospect Phrase Book 17. The Only Three Problems You Can Solve 18. You Solve People Problems 19. You Solve Process Problems 20. You Solve Profit Problems 21. Control Is Priceless 22. Your Buyers Are Lazy, Busy, and Befuddled 23. Clarity Indicates Expertise PART FOUR: EXPERT POSITIONING 24. How to Profit from 3PR 25. CEO Speaking ls Your Best Weapon 26. Find Out Which Audiences Pay Off 27. Be Serious 28. Chasing Chum Makes You a Chump PART FIVE: DOMINATE SOCIAL MEDIA 29. Create Killer Social Media Scripts 30. Seven Rules for Your E-Mail Signature File 31. The (Real) IDIOT’s Guide to Social Media Marketing 32. I: “I, Me, My” Syndrome 33. D: Dumb It Down 34. I: Information Without Invitation 35. O: Overselling 36. T: Talk Without Action 37. S: Short-Term Focus PART SIX: THE “S” WORD 38. Sell Like a Girl 39. Your Sales To-Don’t List 40. You Don’t Need Sales Training PART SEVEN: GET BETTER LEADS 41. Market to People Who Are Already Listening 42. Why You DON’T Want to Be in the Book 43. Old Media Is Dead! Long Live Old Media! 44. Nobody Is Going to Steal Your Idea PART EIGHT: GET BETTER PROSPECTS 45. Five Reasons You’re Getting Referred to Losers—And How to Fix It 46. Build Your Referral Blurb 47. Don’t Be a Referral Jackass 48. Work Your Network 49. Why Your Inbound Leads Are a 911 Call 50. Seven Stupid Ways to Blow Up Your Sales Process 51. Five Signs That Your Prospect Is Giving You Too Much BS 52. Your Nine-Point Client GPS 53. How Good of a Client Will You Be? PART NINE: ELIMINATE ROADBLOCKS 54. RBI Meets CSI 55. Become the Missing Piece 56. Stop Wasting Your Time Following Up 57. Nobody Leaves Hungry PART TEN: YOUR BUSINESS DNA 58. Branding Is BS 59. Your Name Supports Everything You Do 60. BMW at One Dollar Over Invoice! 61. You’re Competing With Idiots—And They’re Winning 62. Diversify While Still Specializing 63. Focus on Strategy, Not Tactics 64. Planning Trumps Passion Every Time! PART ELEVEN: PERSONAL SUCCESS STRATEGIES 65. Confidence Is Sexy 66. Charm Is NOT a Four-Letter Word 67. Lone Wolves Starve to Death 68. Live Out of Your Calendar Not Your Inbox 69. Five Ways to Use E-Mail Without Getting Sucked In 70. The Secret Sauce 71. Do WHAT You Love for PEOPLE You Love PART TWELVE: TAKING ACTION 72. Five Marketing Moves for Business Success 73. Move Up 74. Move In 75. Move Ahead 76. Move Aside 77. Move Alone PART THIRTEEN: YOUR 21-DAY MARKETING LAUNCH PLAN DAY 1. Who Are YOU? DAY 2. Who Are THEY? DAY 3. Develop Your Platform-Building Plan—Part I DAY 4. Develop Your Platform-Building Plan—Part II DAY 5. Personal Branding, Domain, and Web Setup DAY 6. Research and (Re-)set Your Prices DAY 7. Article Day DAY 8. Rest Day DAY 9. Website Setup or Review/Revision DAY 10. Building Inbound Links DAY 11. Assembling Your Basic Presentation DAY 12. Build a Simple Speaker One-Sheet DAY 13. Find Speaking Leads and Places to Deliver Your Client-Magnet Presentation DAY 14. Ask for AIR (Advice, Insights, Recommendations) DAY 15. Article Submission Day DAY 16. Rest Day DAY 17. Product Development Day DAY 18. Create Your E-Mail and List-Building Platform DAY 19. Social Media Day DAY 20. Map Out Your Organization Chart DAY 21. You Made It! Your 21-Day Do It! Marketing Playbook