Stand out and get noticed

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You and I are bombarded by commercial messages. While Consumer Reports estimates the average American receives 247 commercial messages each day, it seems like I get more than that in emails alone. Each of us has to adopt a coping mechanism to get through the day without spending all of our time reading and listening to advertising. You and I ignore most of it. We delete the email unopened, we pass by the billboard unread and I bet you are even ignoring the ads in the right column next to this article. Of course, it’s the only way we can get through our day. Each of us focuses on what matters to us. If it doesn’t seem important at first glance, it’s immediately ignored. Our customers are making those same judgments. Each time you and I send an email, display a web advertisement or send a direct mail piece, our … Continued

The Tribe You Get is the Tribe You Accept

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While I was excited about the new direction, one employee was entrenched, frustrated and refused to yield. Once I understood Dan Kennedy style marketing, positioning and how to ask my clients to pay reasonable fees for the premium quality services I was providing, it took a couple of years to make it happen. My association marketing consulting agreements are typically for 2 years, and it took a while to cycle through and get everything updated. During that process, I came to the realization that,

One belief that really held me back

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“I’m amazed at how much you get done.” I hear this all the time from clients and friends. Actually, I’m the one who’s amazed. Not because of how much I accomplish, but because they are impressed. It doesn’t seem like I’m accomplishing that much to me. All I see is the long list of unfinished projects left to do. Still, I’ve picked up a few insights I can share about getting things done. “The do-it-yourself movement ruined America.” My friend Rob Berkley said this at a recent mastermind meeting. His comment really struck me. In the drive for independence, costs savings and the feeling of accomplishment, we strive to complete projects by ourselves. Years ago my wife and I tiled our bathroom and kitchen floors. We rented the expensive masonry saw, but we had to buy several other tools. Plus, we had to learn a lot of new skills. I … Continued

Attracting Your Tribe with Mission Based Marketing

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Chris Griffin, DDS is the smartest guy there is for dental office systems. Not only does Chris offer systems for marketing and running an office efficiently, but he also delivers great systems on the clinical side of the practice. In fact, one dentist used Chris’ systems to earn more money working 3 days a week in his dental practice than he was previously able to make working 5 days a week. What did that client do with all his extra time off? He became a professional bass fisherman

Using Proof to Grow a Monthly Coaching Program

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Over the last several months, Jim Augustus Armstrong has been building a nice inventory of client success stories. Although he wanted to incorporate them into his sales funnel, the typical “Success Stories” booklet didn’t make sense to him. Jim created a special issue of his newsletter, featuring his client success stories within the first 8 pages. Then he used the final 4 pages to present

My work with Harley dealers

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“The swirl” is one of the things we talk about with Harley-Davidson dealers when we are coaching them to improve the profitability of their dealerships. At any given time in a dealership, there are customers considering buying motorcycles, trying on clothes or waiting for their motorcycles to be serviced; service techs working on motorcycles; parts orders arriving via UPS; and a parade of salespeople walking through the showroom. There are a hundred things the dealer would like to pay attention to, and at the end of the day, he’s exhausted. He works hard every day, but he can’t find time for the things that are most important because he is too busy. That’s the swirl. Perhaps you have it in your own business. So many different urgencies crop up that you aren’t able to work on what’s most important. It’s like one of those shooting galleries at the fair. Targets … Continued

Launching Your Tribe Quickly With an Industry Event

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An in-person event can be a powerful way to launch a new tribe. The marketing for your event generates a list of opt-ins.Registration fees can fund marketing expenses. And, at the event itself, you can invite attendees to join your new coaching program to build your tribe. Tribe member Dr. Darold Opp turned to Jerry Jones, an expert copywriter within the dental profession, to create the marketing for his in-person event. I’m currently working with Dr. Opp to

Getting Your New Members Engaged Quickly So They Retain Their Membership

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Too many info-marketers assume the sales process is complete when they get a new customer. They immediately flip to fulfillment and training mode. However, after he sale is when you need to ramp-up the sale. Michael Rozbruch recorded a sales video to get his clients excited after purchasing his program. It resells his new member on the program, reminds them why they invested in the program, and shows them exactly how to

Go for the kill!

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The mother lion slowly creeps closer to the edge of the prairie where a family of gazelles grazes nearby. The gazelles are always skittish. Ever watchful to protect the herd. Yet as they graze, the lioness creeps closer. The lioness has a pack of cubs in her den. She’s been hunting for hours, ranging from one prairie to the next, looking for something to bring back to feed her cubs. There has been only one opportunity so far today, just after sunrise, and it got away. Now, well past mid-day, here is a second. If she misses this one, her cubs will go hungry another night. The lioness is careful not to spook the gazelles. If they run, she’ll never catch up. As she creeps closer, she stays hidden in the brush at the edge of the prairie. The gazelles are too far away for a full surprise attack. She’ll … Continued

Turning Your Customers’ Unrealistic Expectations into Long-term Tribal Members

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“Your program didn’t work for me.” What?!? You have the gall to tell me that my program doesn’t work? Wouldn’t it be more accurate to say you didn’t work? One of the top frustrations I hear from tribal leaders is new members who join and quit without trying. In the beginning they have all the hopes and dreams of accomplishing great things. Then, after they become a member, they don’t do anything. Then, they drop out and complain that they didn’t get any results from the program.