Archive for June, 2010
June 30th, 2010
Hi All!
The following article is a guest blog courtesy of Patrick Jobin at Storagepipe Solutions. And although they target larger companies, the strategy he shares in this article can be used by a business of any size, and it’s very cost-effective!
How To Sell More With The Power Of Stories
Here’s an interesting technique that can be used to explain complex value propositions in a very simple way.
For example, an IT manager might want to hire you for a major project, but the VP of Finance will need proper justification before writing the check. For this to happen, clear communications have to take place between IT, your company and the Finance VP.
This is a common scenario faced by Storagepipe Solutions, a provider of online backup and archiving services for larger businesses. They’ve developed a unique method of communicating their message – in a clear, non-technical way that everyone can understand- through the use of stories.
Take a look at this video EXAMPLE to see what I mean.
This video explains the benefits of our Email Archiving services… but does it in a clear and non-technical way. We use video stories and visual examples to build curiosity and interest. Rather than talking about our company or our solutions, we only talks about the customer’s pain points.
If you’d like to create a video of your own in this style, you can do so easily and inexpensively.
First, you’ll need to lay out a storyline.
Since your customers can use your product in many different ways, you’ll need to focus on just one “use scenario” per video. Write out a short script that’s no more than 2 minutes long. (So your viewers don’t get bored)
Then, record the audio as a WAV or MP3 file. If you don’t currently have audio recording software installed on your machine, you can download Audacity for free.
Once the audio script is recorded, draw out all of the scenes on paper, and scan them into your computer. Try to make at least 1 picture for every 10 seconds of audio. Keep the drawings (or images) simple! You don’t have the be a professional artist.
Next, you can simply join everything together using Windows Movie Maker. This is a free program that comes with your Windows system. (If you’re a Mac user, there are also a number of video editing options available to you).
In Windows Movie Maker, simply align all of the images so that they synch with your audio track, and export the movie. If you have a YouTube account, you can also upload your movie to get some viral traffic.
Yes, it’s really that simple!
In just a few hours, you can make your own high-quality, sales-generating video case studies without spending a cent. This is much more effective than simply handing over a stale brochure with boring features and benefits.
Try creating your own videos and posting them in this blog’s comments below. We’d love to see what you’ve come up with!
About The Author: Storagepipe Solutions provides world-class corporate data protection solutions, including online backup and recovery, electronic archiving and business continuity.
Thanks, Patrick, for this contribution! I’m sure my readers will find this helpful for their marketing, sales, lead generation and brand building efforts.
Cheers & Happy Marketing!
Lisa
June 23rd, 2010
Hi All!
I came across this great article written by Penny E. Sansevieri, CEO and Founder of Author Marketing Experts, Inc. It’s entitled, “12 Secrets to Selling More Books at Events”. It’s filled with great info, so I hope all of you authors benefit from these great tips!
Article Excerpt:
So you got a book event, great! Now you want to maximize it, right? You’ve heard your writing buddies (or perhaps read online) about the lack of attendance at signings, so figuring out how to maximize the event, regardless of the numbers might be tricky. While I spend a lot of time addressing online marketing, the offline component is one you shouldn’t overlook. If book events are where you want to focus, then bringing in some ideas to help you sell more books is something you should consider.
Some years back when I was promoting The CliffhangerI ended up at a book signing in the driving rain. I mean, it was pouring and the store was all but empty. It was amazing I sold even one book, let alone seven. While not a big number, the copies were all sold to people who were seeking refuge in the store from the rain and not there for my event. This signing taught me a lot about events and connecting with consumers in stores. If you have an event coming up, consider these ideas before you head out:
- Marketing: First and foremost is the marketing of your event. But I’m not talking about the marketing you do the media (though that is great too). I’m speaking of in-store marketing; this is what most folks seem to overlook. This is where you supply things to the store to help them market your event. Because the first phase of a successful event is driving people to it. Here are a few thoughts.
- Do bag stuffers. You can easily do this in your favorite computer program, do two up on a page, meaning that you use one 8 1/2 by 11 sheet of paper to do two fliers. You’ll want to ask the store first if they mind that you provide this. Most stores or event venues don’t.
- Bookmarks: while most in the industry see these as passé, people still love them. You can do bookmarks and bag stuffers (or staple them to the flier) or you can do custom bookmarks with the date and time of your event. Nowadays it’s pretty easy to get these done cheaply. Keep in mind that if you are having the event in a mall or other type shopping area, you might be able to drop the bookmarks (or bag stuffers) off at the nearby stores to see if they’ll help promote the event.
- Book signings are boring: Regardless of where you do the event, plan to do a talk instead of a signing. People are drawn into a discussion and are often turned off by an author just sitting at a table. Marketing is about message and movement so stand up and speak. If speaking in public is intimidating to you, go to Toastmasters or some other local networking/speaking group and see what you can learn.
- Unique places: If you want to get more attention for your event, consider doing events in unique places. We’ve done them in video stores, electronics stores, gyms, even restaurants (on slow nights); doing outside-the-bookstore events is a great way to gain more interest for your talk. Why? Because you aren’t competing with everyone else at the bookstore for your crowd. When you do an event at a locale that doesn’t normally do events, you’ll attract more people just because it’s considered “unique.”
- Show up early and talk it up: OK, so let’s say you’re in the store and there are a ton of people in there shopping (a book event dream, yes?) I suggest that you take your extra bag stuffers or custom bookmarks and just hand them to the people in the store. Let them know you are doing an event at such and such time and you’d love it if they can sit in. You’ll be surprised how many new people you might pull in this way.
- Customize: Regardless of what your talk is about, poll the audience first to see a) what brought them there, or b) what they hope to learn if your talk is educational. I suggest this because the more you can customize your discussion, the more likely you are to sell a book. If you can solve problems (and this is often done during the Q&A) all the better. You’ll look like the answer machine you are and readers love that. If you have the answers, they’ll want to buy from you. I promise.
Those are only five of the great tips she shared out of 12…so CLICK HERE to read the other 7!
Cheers and Happy Marketing!
Lisa
June 15th, 2010
Hi All!
Yes, many clients hire me as their Branding/Marketing Consultant and/or Publicist, but I’m also a Certified Business Coach. And, regardless of “what” role someone hires me for, my “coaching” hat gets put on at some point. Why? Because even some of the most successful people I work with often struggle with having breakdowns vs breakthroughs…and it affects their professional and personal success and progress.
And, no, I don’t mean major emotional breakdowns requiring medication! I mean those obstacles that get thrown at you all the time in business and life, that cause you moments of feeling overwhelmed and paralyzed…typically due to self doubt.
So this blog post isn’t one of my typical ones pertaining to PR, Publicity, Branding, Marketing or Social Media tips. It’s focused on YOU, and how to avoid having breakdowns vs breakthroughs.
Honestly, many people suffer from self-sabotage in the form of not taking responsibility for their actions. It can be more comfortable for them to stay in the “victim role” because they can put blame on everyone else for whatever is not working in their lives. And although placing blame on others for your own “issues” can be quite seductive (it gets you off the hook for doing any self introspection and work), it can be more exhausting than simply being honest with yourself. Also, and most importantly, the “victim role” mentality can make it virtually impossible to realize significant breakthroughs for progress…yet totally possible to experience consistent breakdowns in making progress within any aspect of your life.
Breakthroughs = Empowerment + Growth + Happiness
Breakdowns = Disempowerment + Stagnation + Sadness
To effectively breakthrough a personal, professional or emotional obstacle, the driving force behind it is taking responsibility for your actions and trusting yourself. For many, this can be easier said than done! Let’s take a moment to look at both of those drivers more closely:
Responsibility: You gain significant empowerment and freedom when you choose to shift your perspective from assigning blame to accepting responsibility.
And although you may feel in control when assigning blame to others for your personal obstacles, the reality is you are totally out of control. Why? You have given your power to someone else. And even though it may feel like a “relief” initially, it can manifest itself into more stress later.
You simply cannot resolve personal issues, and have breakthroughs, when the power is not your own. At the point of assigning blame, and releasing all responsibility for challenges in your life, not only have you given all the power to others, your “destiny” becomes based on their next move and decisions…not yours.
And, being able to shift your perspective to being someone who takes responsibility, starts with having self-trust.
Self-Trust: Self-trust is the foundation to our being. If you do not have self-trust, whom can you really trust? And, suffering from lack of self-trust leads to self-doubt. Having doubt in yourself is a powerful force that can set you up for failure in anything you attempt. Why? Because you are already assuming the decisions you make, and actions you take, probably aren’t the right ones, and they won’t provide you with the results you desire.
Think of this in terms of (2) real-world scenarios:
Scenario One: You want to make a career change because you’re bored or very unhappy with your current occupation. If you lack self-trust, your decision of making a change could be clouded by self-defeating “doubt” questions like: Am I smart enough to do this? Can I afford to do this? What will my friends, family and peers think? What if they think I’m stupid for making this career change?
By having those types of self-doubt questions running through your brain you can actually talk yourself out of making the career change before you even try! Or, even before you look at options and first steps to making the career change. And what is the result of that? Being stuck in a career you no longer enjoy and wishing you were doing something else…yet never even trying to make the change happen!
Scenario Two: You don’t have enough business and you’re struggling…but have your REALLY done the work to get more business? Or do find yourself blaming the economy, the competition, the powers that be?
I have clients who come to me complaining about lack of business. And when I ask them what their business development strategies have been (prior hiring me), they tell me and I don’t doubt they’ve been struggling. Posting a couple blog posts, a few tweets here and there, created a website, and occasionally go to networking events. And they truly believe the “problem” is all about the economy.
They soon realize they are not doing enough, they need to take responsibility for that, and they need to stop blaming others for their lack of business success.
Take some time to ask yourself:
- Are there situations in your life where you choose to assign blame versus take responsibility?
- How does assigning blame serve you when trying to breakthrough an obstacle?
- How can building self-trust serve you in having consistent, positive breakthroughs?
- When you feel yourself being paralysed by self-doubt, what can you do to breakthrough versus breakdown?
Your personal success and business success depend on YOU…you can have the best brand platform in the world, a terrific marketing strategy, an amazing book…but none of them will get you where you want if the demons in your head constantly try to sell you garbage…and you buy it!
Cheers to your happiness & success!
Lisa
June 09th, 2010
Hi All!
The following post is courtesy of Kathleen Gage, (hugely successful) Online Business Building Expert, and she is a teleseminar pro. Truly.
Here are some great insights from her to get you started, or to think about if you’re already doing teleseminars…
Teleseminars: Are They a Wise Business Choice? By Kathleen Gage
Teleseminars are one of the most incredible ways to build customer loyalty, provide incredible value, position yourself as an expert and make fantastic revenues. The fact is, there are many experts for which teleseminars are the cornerstone of their business and marketing model.
To optimize your effectiveness (and revenues) with teleseminars, or any aspect of your product or service offerings, you not only need to know how to develop a great teleseminar you also need to know who is interested in your information, how to market your offerings and how you will sell.
Let’s begin with foundation. In virtually any marketing course, a primary area of discussion is defining your target market. Without knowing specifically who your market is, it is difficult to develop products and services your customers will be interested in and be willing to pay for.
Here are a few considerations.
- Who is your market?
- What do they want and need?
- What is their most challenging problem that you have a solution for?
- What keeps them awake at night?
- Is your expertise what they are looking?
A consideration many people never take into account is, “Who do you ideally want to do business with?”
Start from the space of, “Where are qualities I look for in my clients that will enhance our working relationship.”
After all, you will be putting time, energy and effort into any working relationship. Why not make them the most enjoyable relationships you can?
This is just the beginning. The challenge many professionals have is they have not taken the time to identify who wants and needs what they have to offer, but who they ideally want to work with.
Without knowing this you may drastically miss the mark. Take time up front to do your homework so that you will benefit your market over the long run and have a great time doing so.
To learn more about effectively using the Internet to generate great revenues go to http://www.streetsmartsmarketing.com/free-ebook.htm to access the FREE ebook The Truth About Making Money on the Internet.
Thanks, Kathleen!
Cheers & Happy Marketing!
Lisa
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June 03rd, 2010
Hi All!
I came across this helpful info written by the HUGELY popular Web Strategist, Jeremiah Owyang. The guy travels all over the world consulting with corporations on their web and social media strategies, plus he’s also an in-demand speaker globally and frequent media guest.
He recently wrote an article outlining the Ten P’s that he recommends following to produce a successful webinar.
Here’s 5 of the 10 tips:
1) Philosophy: Most approach webinars realizing they are different than all other mediums. Despite being primarily one-way they have a social element as attendees will interact with each other in the provided chat features, or on tools like Twitter. Secondly, many webinar producers don’t offer helpful content to the audience, and instead treat it like a sales pitch. Lastly, speakers that are great on stage in the real world, may fall short and appear lackluster in an online faceless webinar.
2) Purpose: Many webinar producers fail to pick a succinct goal, in fact this is key as it will define how you measure success. Some objectives can include: Thought leadership, association, customer references, lead generation, sales material, accelerating the customer life cycle, or education.
3) Planning: There are many decisions and steps that need to happen in this crucial phase. From deciding if the event should be recorded in advance, or done live, when to schedule the event (taking into account a global audience and conference and travel sesaons) and then selecting the right platforms between Adobe, Microsoft, WebEx, and Go To Meeting. One biggest fail point is not having the right hardware and software (including compatible browsers) and waiting to the last-minute-scramble to get this done. The truly savvy producers will integrate the webinar with existing community and tie with direct marketing systems and then funnel leads to the CRM system.
4) Professionals: There are many talent considerations to make during this performance. Just as you would bring forth the best speakers at your customer conference, you should apply the same thinking here. Your internal team will include the following duties, but keep in mind, often one person will conduct multiple duties such as: Internal Stakeholder, Webinar Producer, Coordinator, Marketer, Community Manager, and Technical Support of both the platform, hardware, and software. The performance team will include any of the following: Speaker, panelists, emcees, and should have a backup speaker.
5) Programming of Content: Once a kickoff meeting has been set in place, the internal and performance team should discuss content. The producer should offer details about the event, goal, audience, and suggest topics. Decisions around this being a one-off event, or an ongoing series needs to occur, as well as the presentation style (keynote vs panel, or some type of hybird). The hosting company needs to clearly think through the risks of ‘pitching’ wares as it will have both negative and positive impacts.
BUT, don’t stop here! CLICK HERE to read his entire article and read the last 5 P’s!!
Cheers & Happy Marketing!
Lisa
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