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Articles for Professional Speakers
Add Snakes and Medicine Men to Your Marketing Mix
by George Torok, CAPS Toronto, Burlington, Ontario
Originally published in 'So to Speak' the newsletter of CAPS, the Canadian Association of Professional Speakers. www.CanadianSpeakers.org
What's new in marketing?
I often am asked this question. Folks look disappointed with my first answer - "nothing."
The principles of marketing are unchanged. Principles are more important that tools and tactics. Changes in technology have provided new channels and tools. But using any new tools without understanding the principles is foolish and can be a waste of time and money. When you know and understand the principles you can adapt the new tools to get the best results for you.
What's important in marketing?
Marketing should do one or more of three things:
1. Grab Attention
2. Demonstrate Value
3. Build Relationships
Collectively your marketing must do all three. Your marketing must do them better than your competition. Don't try to be like your competition - unless you want to be known as the cheaper alternative. If you were a car would you want to be known as the Lada?
How much money should you spend on marketing?
Another common question. The answer is "it depends." The better question is, "how will you make your marketing budget work harder for you?"
What marketing can you do with only $50?
You could probably buy a used Lada. But let's look at some marketing ideas - old and new, borrowed and blue, for under $50. You can even save your $50. Most of these marketing ideas are free to implement. You only need invest some gray matter and time.
How can you grab attention?
With "Snakes on a Plane." The title is unforgettable. It is a great title because it is unique, visual and emotional. That is how you build a brand. Stop fretting about logos, fonts and pantone colours. Instead focus on the fundaments. Write "Snakes on a Plane" at the top of your page. Under it write any one of your program titles, benefit statement, 30-second self introduction, web text, news release, phone script, product name or book title. If Snakes on a Plane grabs better than your words - start rewriting. Find ways to put snakes into your marketing.
Controversy grabs attention. The Dixie Chicks accidentally branded themselves with their statement about George Bush and the Iraq war. That killed their market. They stuck with their polarized position and successfully created a new market. Be aware that powerful branding is like a magnet. It opposes some markets as strongly as it draws others. If you want strong branding you must be willing to annoy some people. If you sell teamwork and everyone is saying that teamwork is good, perhaps you should say that teamwork is bad, (and include something about snakes in there).
How do you demonstrate value?
Demonstrate value with specific results. "Everyone liked your speech" is not a result. It is just an ego pacifier for you. Results that matter are linked to money, time, breakthroughs, measurable change and achievements. The best way to present these results is via your client testimonials. Be sure to obtain testimonials from every client. Ask, beg and bribe to get them. Next to referrals, testimonials are the best way to demonstrate value. Post your testimonials all over your website and in your newsletters.
Conduct a survey, then post the results on your site or distribute them to your clients and prospects. This delivers value and positions you as an expert; which is valuable.
Another way to do this is by creating a questionnaire to qualify your prospect. The questionnaire should pose questions that exposes the prospect's pain and positions you as the medicine. Envision your doctor poking you in a tender spot while innocently asking "does this hurt?" Biting your tongue you respond, "Yes" and viola the doctor just happens to have the right medicine.
Similarly, Tom Stoyan, HoF, Canada Sales Coach, uses his "Sales Audit" to both position his expertise and engage the prospect in selling himself. (Thanks Tom for teaching me this powerful technique.)
The Internet has several tools for both grabbing attention and demonstrating value. A free Blog can dramatically boost the find ability of your website in the search engines, (even if few people read your Blog). For those who do they might find tips, commentary and advice from you. Audio pod casting for speakers is a no-brainer. We speak for money so we already know how to produce good audio clips. If you have or can create captivating video then there is video pod casting and the new marketing frontier of www.YouTube.com.
Write and post your articles on your own website. Republish them in article directories. There are hundreds. You only need to hit the most popular ones. The content captures interested parties and the links to your site bring more attention to you and your website. Google "article directories" to get started.
Send news releases online to get noticed by Google and Yahoo news. There are lots of services to choose from. It can be free or minimal cost. Google "news release".
How can you build Relationships?
The key principle of building relationships is to make people feel good about themselves. The next important element is staying in touch. Learn from the fact that you must recognize your loved one every birthday, anniversary and Valentines Day. (I told I love you last year. Why do I have to do it again?)
Nothing beats face-to-face meetings. Meeting local folks for coffee is cost and time efficient. The next best way to maintain contact is by phone. To avoid long conversations call when you know your client is out and leave a message on her voice mail. Sometimes all you want to do is make a deposit in her memory.
Regular mail is a powerful channel for maintaining relationships. Send hand written notes and postcards. Send copies of your articles, surveys and product announcements. Copy portions of your speech onto audio CDs - and send that to your best clients or prospects so they can listen in the car.
Staying in touch with an ezine is efficient and can be surprisingly effective. It demonstrates value and maintains the relationship.
So what's new in marketing? Nothing. The more important question is what's new in your marketing? I look forward to hearing about the snakes in your marketing mix.
© George Torok shows his clients how to gain an unfair advantage over the competition. Playing fair is for losers and Ladas. For even more caustic comments read his marketing Blog at www.GeorgeTorok.com. Register for his free Power Marketing tips at www.PowerMarketing.ca. Tell him about your snakes at George@Torok.com.
George Torok
Professional Speaker
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