Time Management For Profits

“There Is No Shortage Of Time,
Only A Confusion Of Priorities.” – Unknown

  • Introduction = Who here has complained in the past that they haven’t had enough time.  Enough time to work, spend with loved ones, what have you…  We all have the same amount of time but some people get more done than others…  Why is this?  I submit to you that it is our confusion in priorities that allows us to not achieve our desires.
  • Acting With Intention = Throughout life, all too often we react to our circumstances.  An emergency or unexpected inconvenience pops up and we focus our energies on dealing with that problem.  The key here is to remember your priorities and not just react to the situation – act with intention.
  • Time Management & eMail = Don’t check eMail first thing in the morning. Check it only at certain designated times.  Don’t allow yourself to be thrown off track by non-consequential eMails.  Today since we have such ready access to communication, eMail can often be scatterbrained.  Since it takes no effort to send an eMail people will send you eMails about unformed thoughts, vague musing, and other inconsequential dribble.  Look at what it’s done for Harry!
  • Create & Implement Systems = In my business I have systems for referrals, testimonials, lead acquisition, lost customers, etc…  The product I’m working on is essentially a system of systems!  The benefit of systems is that they are easy to follow and yield a consistent result.  Make sure things are done the same way every time and you can’t help but see an increase in your bottom line.  Train your staff on these systems and review them periodically.
  • 80 / 20 Rule = You should apply the 80 / 20 rule to everything you do in your business: employees, product evaluations, work patterns, customers, etc.  It will save you alot of time!
  • 2 Questions To Ask Yourself:
    • 1) Is this the most profitable thing I could be doing right now?
    • 2) Does this advance me towards my stated goals?
  • Faster & Cheaper = You always want to be on the lookout for faster, better, cheaper, smarter, easier ways of doing what you do.  Test, track, and evaluate your business for ways to improve.
  • Work On Your Business; Not In Your Business = Think of an independent automotive repair shop.  Do you think the owner of that shop makes her money by turning the wrenches and repairing cars?  Or does she make that money by hiring an employee and spending her time getting customers in the door?  The thing about turning wrenches is that your arm will eventually get tired.  Don’t believe me?  Give a try some time…  Marketing is where the money is made people!
  • FAQ = Do you have a frequently asked questions sheet?  Take the most common questions you get and put together a FAQ.  You can throw your FAQ in your shock & awe packages, eMail it to customers, or post it on your website.  Why keep answering the same questions over and over again?  Plus, it makes a great sales tool!
  • LISTS = You always hear me talking about the importance of creating and maintain your customer lists…  However, today, that’s not the type of list I’m talking about.  I’m talking about TO-DO lists.  I am a big believer in lists.  Every morning I evaluate my progress on yesterday’s list and make a new list for that day.  As I check items off this list, I get a strong sense of accomplishment.  Especially, when I finish an item that has made it onto multiple lists.  Review your work at the end of the day…  You might be surprised how good that feels.  You want to make sure that your most value creating work is making it onto those lists and getting done!
  • Differentiation = You must focus on separating activities and tasks into categories of: non-emergency / non-crisis vs. Emergency / crisis.  You have to stay focused on what is important.
  • Deadlines = In my own marketing I use deadlines a great deal.  They motivate action, increase response, and overall improve any marketing piece.  You should also consider using deadlines for your daily tasks.  Keep a timer on your desk and use it.  Preferably, one of those old wind up timers that quietly tick to remind you of the passage of time.
  • End Times = How often do you set a meeting with someone without a clearly defined end time?  You really can’t have a meeting if you don’t know the end time.  If you don’t have an end time how can you manage your time effectively to ensure that the important stuff gets done?  Tell people, “I only have X minutes.”  Manage Your Time Manage Your Life!

Neuro Linguistic Programming & Persuasion Techniques

PEPnet Educational Moment (07/19/12):
Neuro Linguistic Programming & Persuasion Techniques

“Character may almost be called the most effective means of persuasion.” – Aristotle

  • NLP = Neuro-linguistic programming (NLP) is an approach to communication, personal development, and psychotherapy created in the 1970s. The title refers to a stated connection between the neurological processes, language, and behavioral patterns that have been learned through experience (“programming”) and can be organized to achieve specific goals in life.
  • It Is About Character!= DISCLAIMER:  It really is about character.  You have to believe that the product or service that you provide is truly beneficial to your clients and prospects.  If your product or service fulfils a very specific need, if it solves a problem, if it makes the world a better place then why wouldn’t you sell it as strongly as possible?  Don’t you have a duty to sell every single person you see on the benefits of your business.
    • Shameless Self Promotion = It really is about shamelessly promoting yourself and your product or service because it is in the best interests of your prospects.  Shameless self promotion means promoting yourself in all the means, methods, and media possible to the greatest extent possible.  It’s about making money people!
  • The Process: Rapport, Criteria, Resistance, & Success:
    • Rapport = Building a ropport with those you wish to influence is of paramount importance.  Too often people talk AT one another and don’t pay to WHAT the other is actually saying.  There are 2 primary types of rapport – physical and mental:

–       Physical

  • Mirroring
    • Body
    • Breath
    • Speech

–       Emotional

  • Taking Action    – Verbs
  • The “HOOK”
  • Feelings…
  • What / When / Why / Where / How / Could / Can / If / May / Might / Must / Etc.
  • Loops =  Points within a sales narrative that you depend upon for a “story” or ongoning narrative.  The Simpsones did an episode where it was a story, within a story, within a story, within a YAWN…
  • STORY-SELLING
  • Criteria = Do / Can / Will They Buy What Your’re Selling?

–       The “Mother” Role = People do business with one another for a host of unpredictable reasons.  “My friends think I am cool, I eat well, or I vote Democrat (Just Kidding)” are things you have to consider when you are trying to decide WHO you are selling to…

–        Ask Questions… NOONE DOES! = There is an epidemic of people going to see doctors about Cancer, Obesity, & Diabetes… the biggest killers in today’s society…  Diagnosis after diagnosis, nobody asks any questions…  I realized this recently going through my own Achilles Tendon Rupture.  Afterwards, there were so many questions that other people had that I never thought to ask.  I can tell you that, looking back, I should have decided my criteria for success.  Just another example…

  • Resistance

–       To Influence = Emotional Connections Thru Stories, Acknowledgement, or REFOCUS

–       To Proposal = Guarantees,Timeframes, and a Sales Vision

  • Success = Follow through and you get SALES… what could be better than that?

PEPnet Educational Moment (07/19/12):
Neuro Linguistic Programming & Persuasion Techniques


“Character may almost be called the most effective means of persuasion.” – Aristotle

 

·         NLP = Neuro-linguistic programming (NLP) is an approach to communication, personal development, and psychotherapy created in the 1970s. The title refers to a stated connection between the neurological processes, language, and behavioral patterns that have been learned through experience (“programming”) and can be organized to achieve specific goals in life.

·         It Is About Character! = DISCLAIMER:  It really is about character.  You have to believe that the product or service that you provide is truly beneficial to your clients and prospects.  If your product or service fulfils a very specific need, if it solves a problem, if it makes the world a better place then why wouldn’t you sell it as strongly as possible?  Don’t you have a duty to sell every single person you see on the benefits of your business.

o    Shameless Self Promotion = It really is about shamelessly promoting yourself and your product or service because it is in the best interests of your prospects.  Shameless self promotion means promoting yourself in all the means, methods, and media possible to the greatest extent possible.  It’s about making money people!

·         The Process: Rapport, Criteria, Resistance, & Success:

o    Rapport = Building a ropport with those you wish to influence is of paramount importance.  Too often people talk AT one another and don’t pay to WHAT the other is actually saying.  There are 2 primary types of rapport – physical and mental:

       Physical

·         Mirroring

o    Body

o    Breath

o    Speech

       Emotional

·         Taking Action    – Verbs

·         The “HOOK”

·         Feelings…

·         What / When / Why / Where / How / Could / Can / If / May / Might / Must / Etc.

·         Loops =  Points within a sales narrative that you depend upon for a “story” or ongoning narrative.  The Simpsones did an episode where it was a story, within a story, within a story, within a YAWN…

·         STORY-SELLING

o    Criteria = Do / Can / Will They Buy What Your’re Selling?

       The “Mother” Role = People do business with one another for a host of unpredictable reasons.  “My friends think I am cool, I eat well, or I vote Democrat (Just Kidding)” are things you have to consider when you are trying to decide WHO you are selling to…

        Ask Questions… NOONE DOES! = There is an epidemic of people going to see doctors about Cancer, Obesity, & Diabetes… the biggest killers in today’s society…  Diagnosis after diagnosis, nobody asks any questions…  I realized this recently going through my own Achilles Tendon Rupture.  Afterwards, there were so many questions that other people had that I never thought to ask.  I can tell you that, looking back, I should have decided my criteria for success.  Just another example…

o    Resistance

       To Influence = Emotional Connections Thru Stories, Acknowledgement, or REFOCUS

       To Proposal = Guarantees,Timeframes, and a Sales Vision

o    Success = Follow through and you get SALES… what could be better than that?

Empowering People Through Networking

PEPnet Educational Moment (07/19/12):
Empowering People Through Networking

“As we look ahead into the next century, leaders will be those who empower others.” – Bill Gates

  • PEPnet = PEPnet is about People Empowering People.  As such, I thought it might be interesting to talk about something a little different than my usual marketing fair.  I wanted to share with you ways that we can, not only, empower your fellow members in the “Mothership”, but also, help our fellow groups to grow and experience the same results.
  • The “Mothership” = If we are the Mothership than we can liken the other PEPnet groups as children that we need to support and encourage as well.  As Harry is fond of saying, “If you want to join our group you can talk to not only the membership committee but also anyone of us.  Each of us is responsible for drawing new members into the group.”
  • 5 Ways We Can Empower One Another In This Group:
    • www.PEPnet.net = The website that Michelle has created for us is a tremendous resource.

–       You can post someone’s actual page on our website to another friend’s timeline…  Effectively giving them their contact information.  A great way to make a simple nudge.

–       If you use someone’s service and they are on the website, you can share their page and write a quick testimonial of their work.  Generating engagement for you and possible referrals for them.

–       You can share the technical and educational moments with your friends that might find them interesting.

  • Business Cards = Carrying all of the members business cards in your briefcase or purse along with PEPnet referral cards.

–       It makes it easy to give out the cards at a moment’s notice.  Don’t delay!

–       If you don’t leave your business cards with a tip (I don’t leave mine for obvious reasons), consider leaving our PEPnet business cards.  You never know who might read them!

  • 1:1s = You should already be aware of the proper way to do a 1:1 and if you don’t feel free to get Mark Wallace our new Mentor Coordinator.  I just want to point out that 1:1s are an excellent way for you to empower your fellow PEPnet members in a variety of days.
  • Testimonials = Collect Them From The Group!  Give them for the group!  That’s not a bad idea…  We should do that!
  • Leadership/Inspirational Quote/Meaning Of PEPnet = Take a leadership position or volunteer for other aspects of the meeting.  Consider what you might do that could improve upon what we’re doing. (Creativity & Innovation)
  • 2 Ways We Can Empower Our Fellow PEPnet Groups:
    • Visit Other Groups = We have around 8 PEPnet groups at the current time and many of them don’t have the benefit of the larger membership.  You can support your fellow groups by visiting them and saying hi.  I know they appreciate it.  Plus, as long as you don’t conflict with a member of the group it’s a great chance to network more.

–       When you share your experience about visiting other groups back at the “Mothership”, remember to keep them positive.  We are very lucky to be a part of The Premier Networking Group on the Front Range and we are working to build our fellow PEPnet groups to the same success.  However, we want to be careful not to compare them to us.  We want to lift up our fellow groups, not tearing them down.

  • Shift Conflicts Toward Other Groups = If you have a Plumber you’d like to invite but we already have highly qualified Sewer & Drain Specialists… there’s no reason why you can’t help funnel that person to another group that would benefit for them.  It’s a mindset if you will…  We’re growing all of PEPnet as a whole, not just the Mothership.
  • Giver’s Gain Mentality = Ultimately, that’s what this is about.  PEPnet has been and will continue to be wildly successful as long as its members continue to maintain that mentality.  I think you should all give yourselves a hand for empowering…

“Back End” Profits

PEPnet Educational Moment (06/11/12):
“Back End” Profits

  • Front End vs. Back End= It is important to understand the differences between the two and how you can apply them differently in your business to increase profits.
    • Front End = This is the initial point of sale.  Whatever primary item it is that you sell, that brought your customers in to begin with.  A front end sale is going to be harder and more expensive.
    • Back End = The back end is any other additional sales that are made to the customer or client over the course of the relationship.  Ultimately, you should be extracting more profits at the Back End than at the Front End.  Therefore, back end sales are easier and more profitable than front end sales.  Back end is about the power of small numbers… put that force to work for you!
  • The Crux of The Issue = You must leave no rock unturned and no penny left forgotten.  To extract maximum profit out of your business you must become completely obsessed with back end not front end.
  • 7 Ways To Create Your Own Back End
    • Do more of the same, whatever it is that you are doing.
    • Do audio versions of your books – multimedia packages. People will by the same thing if offered in different media.
    • Create a membership program and membership upgrades.
    • Create a “Something Of The Month”: Book, Cigar, Newsletter, etc.
    • Back End Services / Products that require manual labor: Seminars, Spend the day with, Bootcamps, Conferences, etc.
    • Do It For Them Programs
  • Slack Adjusters = A slack adjuster is an item that is high priced that you don’t sell very often but when you do, makes up for a lot of smaller sales.
  • Bounce back Coupons = Including a coupon in your final materials is a great way to get someone to reuse your services within a given time.
  • Licensing= Licensing your product or services in different ways can also increase your back end profits.
    • Use rights – e.g. here is this thing of mine and you can use for a seminar but not publish, etc
    • Sales rights – distribution
    • Market rights – You want to licence/sell one of my product for only…
    • Territorial Rights
    • Distribution rights
    • Use of your name, likeness
    • Use of your testimonials
    • List Use
    • Exclusives & Non Exclusives – exclusive is the most expensive license.
  • Where To Find That Hidden Back End Money?
    • Test and push prices
    • Improve ratio between small, medium, large & super size. There has to be something in each box that someone wants in increasing desire.
    • Get money from advertisers, get people to subsidise your marketing
  • Miscellaneous Tips
    • Have 3 price options if you can with the third being a super high priced premium. Two thirds people will go for the middle number and a small percentage for the super high one.
    • Immediate Up-Sells are a great way to increase your back end as well.

Programming Your $elf Image For Wealth Creation

“Whether you think you can, or think you can’t, you’re right” – Uknown

 

  • Self Image = A person’s self-image is the mental picture, generally of a kind that is quite resistant to change, that depicts not only details that are potentially available to objective investigation by others (height, weight, hair color, gender, I.Q. score, etc.), but also items that have been learned by that person about himself or herself, either from personal experiences or by internalizing the judgments of others. A simple definition of a person’s self-image is their answer to this question – “What do you believe people think about you?”.
    • All of us have an imaginary set of ideas of who we are and who we are in the world.
    • We operate in the world through our self image.

  • Positive & Negative Self Image = What you believe is what you will become.  That is why it is so important to work on nurturing a positive self-image.
  • 5 Ways You Can Re-tune Your Self-Image
    • Embrace the new role is of the creator of value
      • Spend all your time figuring out how to do this
    • Help others Overcome challenges
    • Help others Get the things they want to get
      • What do they think is valuable and how do I create it for them
      • You will find your wealth evolution sky rocket
    • Your subconscious mind cannot sit idle
      • Whatever your current self image is your subconscious is coming up with ways to live that way
      • By putting in a new image this will help your subconscious grow this self image
    • Plant the seed for the new self image
      • The image you have of yourself is the most important seed you can sow
    • Dress For Success
  • Reframing Concepts = The easiest tool for changing your beliefs is reframing.  You simply take a concept and look at it from another perspective.  By changing the way you view a an issue that reframes it.  There are two ways to reframe an issue and either one is very powerful:
    • Keep The Frame, Take Out The Picture, Put In A New One
    • Keep The Picture, Take Out The Frame, Put In A New One

For our example, the frame is wealth and the picture inside of it is money.  Some of us are masters of reframing and we don’t even know it.  For many of us, the frame is money and the picture is of poverty.  When we do this we are focusing on the negative and you cannot generate wealth.  People frame things negatively all the time.  We internalize negative perspectives into our self image, so they should be avoided like the plague.

  • The Concept Of Failure Is Imaginary
    • Problem & failure are ideas
    • They don’t exist in nature
    • Once you see something as a problem or failure, you will be limited by that perspective
    • You can eliminate any failure or problem as soon as you see it that way by learning from it
    • Ask: What can I learn from this?
    • Getting a lesson at a deep level is priceless
    • Don’t use problems or failures as excuses
    • They are just ideas and learn from them

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Leveraging Your Social Media Efforts

“Leverage is the use of a small initial investment…, to gain a very high return in relation to one’s investment.” – Dictionary.com

• Leveraging Your Social Media: That’s what this discussion is about. How can you make a small investment in your social media efforts to reap a large reward? To achieve maximum leverage, your goal is to be on as many social media services as possible. Why is that?

• Google Rankings = The Google search engine indexes facebook statuses, tweets from twitter, and other social media posts. As this phenomenon grows this trend will only increase. This means that what you say on social media will remain forever on Google. This is both a dangerous and a powerful thing. Those of us that are aware of this can truly leverage social media to produce far greater results.

• The Social Media Services That I Belong To: Facebook, LinkedIn, Twitter, Delicious, Bebo, Plurk, Multiply, Flickr, Yahoo Profiles, Ident.ca, Blogger, Tumblr, MySpace, FourSquare, GTalk Status, and a few others…

• Ping.fm: I don’t manage all of these services myself. I tie them into a hub so that when I send out a status update or a photo post it goes from one place out to 13-16 services. Now that’s what I’m talking about with leverage. For example, say I want to plug my website www.AfroMarketing.net in a status update on facebook. When I send it out that status it will go to 13-16 different websites that Google will index separately 13-16 times. This is very powerful because having more links to your website on the web is important for raising your websites organic search listing.

• Seesmic App = What makes this even more powerful is that if you have a Smartphone than you can get the Seesmic App which will allow you to update your social media sites from your phone. Believe it or not, “53% of all Social Media traffic is done from mobile devices.”

• Seesmic Desktop 2 = Seesmic desktop 2 allows you to manage all of your services from a desktop interface on your PC or Mac. I use the desktop in tandem with the app for the Smartphone.

• Seesmic On The Web = There is also a web interface available if you don’t like the Smartphone or desktop options. Most of my usage of this software is on the mobile or desktop platforms, but the nice thing is that Seesmic gives you some choices about the way you use their products.

• Management = These tools give you the power to leverage your social media however it does not make this an effortless process. Someone still needs to set up your profiles… Someone still needs to invite friends and confirm them…. So on and so forth. If you can’t or won’t do it, I would recommend you have a current employee take on that burden or hire someone to do it for you. You don’t necessarily have to do the work yourself.

• Social Media Profile = You can save yourself time by creating a social media profile that you can cut and paste into the services as you create them. If you just set aside the time and determine to do it you could set up all of these services within a day.

• Marketing = Ultimately, social media is just that… another medium. It’s just like radio, TV, print or any other type of media you can think of. Each medium might require certain considerations, but what is effective is effective. So the question is more about: How can you adapt the things that you are already doing right now in your business that works and modify them to work in social media.

The Truth About Guarantees & Risk Reversal

• The Power Of A Strong Guarantee = Guarantees, especially outrageous ones, will almost always work to your benefit. They improve response and they can even be a reason to purchase a product by themselves. The only time where a guarantee cost you money is if you are selling a poor product. If that is the case, you have got to take a look at how you can change that. It is very important that you sell a product that you know is good and that you can stand behind it. If you can’t you need to find something else to sell.

• Guarantees Are So Powerful They’re Part Of The 7 Things Every Advertisement Should Have = The other 6 being: Headline, Call To Action, Deadline, Benefits, Irresistible Offer, and Testimonials.

• Guarantees As Differentiation = Since many businesses, at best, don’t advertise their guarantee, and at worst, don’t have one, you can use your guarantee as a marketing tool to differentiate yourself from your competition.

• Under Promise & Over Deliver = If you can make a huge promise and then still over deliver on that promise than that is a truly powerful business experience. Remember, today we live in the age of incompetence with a total lack of customer service and differentiations.

• Multiple Guarantees = There’s no rules as to the number of guarantees you can have. Why not have two or even three guarantees? You can never have too many guarantees. Plus, people have short attention spans, so by including multiple guarantees you increase the chance that they will see one of them. You should try being creative and add as many different ways of restating your guarantee as possible. There are all kinds of ways to guarantee a product or service that aren’t even tied to money: 1) On Time Delivery, 2) Satisfaction Guaranteed, 3) Zero-Stress Guarantee, 4) Done For You Guarantee, 5) etc.

• Don’t Offer A Guarantee = Another unique way to do your guarantee is to not offer one at all. These are a little tricky and your marketing needs to be full of personality to do it, but you can always say that your product is so good that I don’t offer a guarantee. The only people that ever ask for a refund are people that are trying to return your product are losers that are trying to rip you so you don’t offer one. Besides there is no way anyone would want to legitimately return my product. This type of approach will work, but you have to be careful.

• Length Of Guarantees = You will also be better off if you have a longer guarantee period than a shorter one. People respond better to these types of guarantees, but there is another reason as well. Typically, people are lazy and if you give them 30 days to return an item, they will remember that and do it typically on the 30th day. But if you give them a 12 Month guarantee they will put it off or forget about it for a very long time, and likely will never return it even though they “meant to”. However, this is no excuse for producing shoddy goods or services.

• Proprietary Language & Guarantees = While these guarantees are useful you can use them in much better ways. First, I would recommend using a stronger or more unique guarantee. For instance, “If you aren’t entirely happy with everything I’ve done for you I will personally buy my product back.” This guarantee stands out more, yet you are not saying anything different than before. You could also try adding phases like: “No-Strings Attached”, “No Questions Asked”, and “100% Risk-Free” to your guarantee.

• What Can You Do With It? = 1) Put It In All Sales Materials, 2) Business Card, 3) Use It In Network Marketing Situations, 4) Tell Your List About It, 5) and More.

• Example #1 = A shamelessly irresistible, doubly better than risk-free proposition: If you decide that you don’t like your purchase from <Business Name> (which quite frankly is highly unlikely), I want you to keep the <FREE Widget> worth <$Value> as my gift for trying <Product / Service>.

• Example #2 = I guarantee that I you will be thoroughly excited with your purchase from <Business Name> or we will by our <Product / Service> back!

• Example #3 = All of our <Products / Services> come with no-questions, no quibbles, 90 day money back guarantee. If for any reason, you find that my <Products / Services> isn’t perfect for you, just bring it back at any time in the next 3 MONTHS, and I’ll give you every cent you paid back. You have up to 90 days to try my <Products / Services> – to make sure that it is everything that I say it is. What could be better than that?

Information Marketing 101

Information Marketing 101

Speaking On The Information Economy: “We have for the first time an economy based on a key resource [Information] that is not only renewable, but self-generating. Running out of it is not a problem, but drowning in it is.” – Naisbitt, John

 So What Is The Information Economy & Information Marketing? = Information marketing is about identifying responsive markets with a high interest in a particular group of topics, packaging information products and services matching that interest. These materials can be written and assembled by you or by others. Your primary concern is how to sell these things first. You can then create the product around the desires of the market.

 Okay… So What… Why Should I Care? = Information Marketing can be an interesting supplement to your current products and services. By its nature, Information Marketing is a low stress, portable, and flexible way to generate thousands of dollars in supplemental income. As a primary business it can generate 6 or 7 figure incomes as well as generating celebrity or “guru” status. Here are some of the ways current members in the group could use information marketing to boost their bottom lines: 1) Dr. Craig / Me / Volkmann = Create Marketing Products, 2) Jerry Case = A Book On Mortgage Pitfalls, 3) Mark Wallace = A Video Series On How To Do It Right For The Blow & Gos, 4) Any MLM Business = Coaching Products That Help Others Attain The Same Success You Have…

 Benefits Of Information Marketing = 1) You’re selling to groups, not 1-1 situations, 2) People that buy products tend to buy more, 3) You don’t have to deal with the customers, 4) Little staff or overhead is required, 5) Small investment in inventory, 6) Automatic credibility, and 7) Lots of money to be made.

 What Is The Process For Developing Information Products? = 1) You need a quality product, 2) quality leads to target, 3) a marketing funnel (Buy or die), 4) strong guarantees, 5) built in continuity income, and 6) start all over again.

 Information Marketing Fast Action Plan = You always want to be shooting for at least a 10X markup on your product. Beware of product formats that have a well established and preconceived retail price. You want to be on the lookout for content and be organizing it into different categories that you can use to create product. If at all possible you want to publish on demand. You can joint venture or license other peoples products to get the ball rolling faster. You can recycle, change formats, or just repackage products. Any live event should be videotaped or at the minimum audio taped. You can also hold FREE teleseminars (great for lead generation) or bundle other forms of communication like eMails and newsletters.

 Ultimately I believe that there is a place in every business for the intelligent use of information marketing. Furthermore, getting into this phenomenon now will allow you to take greater advantage of the changes to come.

THE “NO HOLDS BARRED” SECRETS OF MANAGING PROFITS & EMPLOYEES

“One friend in a lifetime is much; two are many; three are hardly possible.” – Henry Adams

• Preface: This is not a mamby-pamby discussion of how to make your employees feel better. Truth be told, as a small business, owner, sales professional, or entrepreneur your duty is to create a business that can sustain fat and lean times. Maybe you want to sell your business or maybe you want to pass it along to your children. Either way, the tactics you need to use to succeed necessarily must be hard-nosed and viciously trackable… Welcome to the world of managing people and profits!

• What Are Your True Responsibilities To Your Employees? = It might sound harsh… and ultimately your business should be designed for you to extract wealth. The primary function of your business is not to create jobs… it’s about delivering a valuable service at a mutually agreed price. Your job is to create profits so that (should you choose; I don’t) you can employ other people to do those less valuable tasks.

• To The Point: Truth be told, no matter how much some of us may wish it to be otherwise, the nature of the employee employer relationship tends to be adversarial. Your employees have a separate life from you and your business that (no matter how much we may try) cannot be obliged. Profits have to take front seat. If not, how are you going to pay your employees? Keep in mind that when I say that, I’m not attaching any meaning to that. There’s nothing wrong with that. It’s simply the nature of business.

• Beware The Willy Loman Syndrome = Willy Loman is a character from that classic play “The Death Of A Salesman”. Willy has a real problem as a salesman. He has a desperate need to be liked. He takes things so far that it actually hinders his ability to make sales. Willy Loman syndrome can also infect you as a manager. Beware the need to be liked by your employees over the stated goals of extracting profit from your business. You simply cannot afford to be an approval seeker.

• Crisis Investing& “The Big One” = Just like California is overdue for an earthquake our economy is in the midst of a long overdue “Big One”. By positioning yourself with the right tools, talent, and people you can be poised to take advantage of crisis’s that are occurring around us. We see examples of this every day (i.e. Rahm Emmanuel and Napoleon Hill). Today we are living in the midst of a unique crisis that will transform the business landscape. This crisis is characterized by two converging components:
o The utter collapse of simple, basic, rudimentary, customer service.
o A worldwide cross-cultural cross-boundaries cross-economic-segment recession.

• How Can We Survive “The Big One” = Knowing that this crisis is coming there are things that we, as entrepreneurs, can do to survive and even thrive during “The Big One”:
o Customer Service = Provide an exceptional and phenomenal level of customer service delivered by competent, capable, and knowledgeable employees. As your completion cuts back and deliver increasingly incompetent customer service, your devotion to detail and focus on your customers needs will set you apart from the rest. Go in the opposite direction of the masses… Both you and your customers won’t regret it.
o Market To The Affluent = As the economy changes, we need to change with it. By targeting affluent customers and market we can sell to people for whom this cross-boundary cross-cultural recession is not an issue. This type of person will appreciate the high level of customer service that you deliver. You want to go to where the money is. Consider adding a high priced product or service that caters to these types of people. Raise your prices. You won’t regret it!

The Power of Personal Branding

“A strong personal brand that dovetails seamlessly with a business has the power to turn customers’ perception into profits.”

• Personal Branding = “Personal Branding is the process by which people and their careers are marked as brands.” – Wikipedia

• Personal Branding vs. Image Branding = While image branding builds the company’s image and portrays certain qualities or associations with the brand. Personal branding is far more powerful. It transforms you into the brand.

• Sample Personal Brands:

o Joan Rivers, Kathy Ireland, Donald Trump, and Martha Stewart

• History = The idea of a personal brand comes to us from Napoleon Hill in his infamous 1937 book, “Think & Grow Rich”. It was later revisited in the 1981 “Positioning: The Battle For Your Mind” by Al Ries and Jack Trout. I was first introduced to this concept by Joel Bauer.

• Benefits Of Personal Branding

o Unique = What has killed our economy is a total lack of differentiation. There’s so much marketing incest going on that we’ve got knock-offs of knock-offs. By using Personal Branding you create a product, service, or business that can’t be duplicated because YOU cannot be duplicated.

o Fun = It allows you to be more creative than traditional marketing because it forces you to find that unique spark about you that can sets you apart from all the other me-toos.

o Attraction = With Personal Branding you are attracting customers based on the best most marketable characteristics of your personality.

o Gossip = When you are sensational or take that extra step to create a personal brand you get people talking about you. How many people do you think will talk about the 6’3”, well dressed businessmen with a 3 foot afro that walked by them this morning? That’s the power of the personal brand.

• How Do You Build A Personal Brand?

o You’re Already Doing It… Whether Or Not You Know It.

o Be Authentic

o Find Out What Makes You Unique – Exploit That! (Dress, Skills, Physical Characteristics, etc.)

o Get Professional Photographs Done In The Proper Poses

o Find A Visual Hook

o Come Up With A Consistent Theme In Your Marketing Materials

o Personal Branding Toolkit: Resume / Cover Letter / References Document, Portfolio, Blog, Website, LinkedIn / Facebook / Twitter, Video Resume, Wardrobe, eMail Address (i.e. BigHairBigIdeas@gmail.com).

o Buy Into Your Own Brand

o Engage Customers To Build Confidence In Your Brand

o Grow Smart

• Shameless Self Promotion = You’ve got to be willing to put yourself out there. Be someone; be somewhere. You have to be unapologetic about the benefits you bring to your customers and the quality of service you deliver them.

• Personal Branding & Social Media = Thanks to the increased exposure of social marketing, Personal Branding has become more important than ever. In fact, I would say all good social media marketing includes elements of Personal Branding because people are looking to build relationships first. That’s why you don’t put your logo as facebook picture. Enough about that though, I don’t want to steal my own thunder…

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