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MindMap Gallery Book Yourself Solid - Michael Port
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Book Yourself Solid - Michael Port
This is a mind map talking about Michael Port'S Book Yourself Solid. You can create a mind map like this effortlessly.
Edited at 2020-09-25 12:39:39
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Book Yourself Solid - Michael Port
- Creative Halloween Costume Ideas
Halloween has many faces. The theme you envision should influence how you decorate the party space. Jack-o'-lanterns and friendly ghosts are more lighthearted Halloween characters. Zombies, witches, and vampires are much darker. If you want to celebrate all the fun sides of Halloween, then it’s okay to mesh the cute with the frightening. Here is a mind map which lists down the 39 Cutest Couples Halloween Costumes of 2021.
- 35 Best and Classic Halloween Movies
Halloween simply wouldn't be Halloween without the movies that go along with it. There's nothing like a movie night filled with all the greatest chainsaw-wielding, spell-binding, hair-raising flicks to get you in the spooky season spirit. So, break out the stash of extra candy, turn off all the lights, lock every last door, and settle in for the best of the best Halloween movies. Here are the 35 Halloween movies listed on the mind map based on the year of release.
- Halloween Party Ideas Mind Map
This mind map contains lots of interesting Halloween trivia, great tips for costumes and parties (including food, music, and drinks) and much more. It talks about the perfect Halloween night. Each step has been broken down into smaller steps to understand and plan better. Anybody can understand this Halloween mind map just by looking at it. It gives us full story of what is planned and how it is executed.
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- Outline
FREE TO FOCUS - A Total Productivity System to Achieve More by Doing Less
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Book Yourself Solid by Michael Port
Introduction
Philosophically & Practically
Two underpinning philosophies for BYS
A love story disguised as a business book
One of four books
#2 in amazon business books
Audio books and ebooks available for both editions
Translated into 9 languages
There are people who you are meant to serve (and those that you're not, and that's ok).
Practically...
Marketing doesn't get you clients (though it might).
Instead marketing build awareness to take interested prospects to your foundation...
Module 1
Your Foundation
Why do I need a Foundation?
If you're foundation is weak, those who visit won't feel secure and will leave.
To build a strong foundation there are four building blocks
1. Red Velvet Rope Policy
Why?
It's a filtration system for your business. It filters in Ideal Clients.
those who...
energise you
inspire you
When you define your perfect client
You'll do your best work. When you do...
You'll love every minute of the work you do.
People will be talking about your best work.
More Clients.
In addition to defining the perfect client, you remove your dud clients (if you have them).
Those who drain you, you dread to work with.
How?
You define the values of the people with whom you do your best work.
Draw 3 columns and add clients to appropriate column.
Ideal Clients
Mid Range (everyone else)
Attempt to move to Ideal Client.
Duds
Work out if anyone can be rescued, if not...
Refer them to somone better suited.
Politely part ways.
Repeat this process regularly.
But?
What if I don't have any clients?
Perfect, then you can put this in place now and never have the problems others face.
What if I only have a few clients?
Define your RVR policy and start screening new clients, with a view that you can replace your duds in the future.
You can loosen your rope to start, and tighten over time.
Donkey
If you try to please everyone, you may as well kiss your ass goodbye.
2. Understand Why People Buy What You're Selling
why?
To help those in your market know that you're dedicated to them.
Also...
To help you get clear about your target market (and the difference between target & niche).
That your perfect client is a subset of your target market.
Professionals usually skip this section, but the sharper you can get, the more effective your marketing.
And to grow your business, you'll either pick a target and add services
Or you can add more targets.
how?
Step 1: Pick a target market
This can be the hardest thing to do in your business, but the most important
Why?
So You Know Where To Do Your Marketing.
When you keep showing up in those places, your target market knows you're dedicated to them.
Allows you to tap into established networks of communications (e.g. social groups, networks, etc).
How?
Checklist of Three things:
Passionate
Knowledgable
Natural Talents
Don't pick it for someone else's needs:
Clients
Parents
Peers
If you get stuck...
Take your time
Have fun with the process
Involve a few trusted people too.
Step 2: Understand their needs and desires
Needs (those things they're moving away from).
Desires (those things they want to move towards).
Step 3: Determine the number 1 biggest result that your target client would get
Something you can hang your hat on.
Make sure you deliver that one big promise.
Step 4: Identify the deep rooted benefits that your client would get from that big one result
ROI of FEPS
Financial
Emotional
Physical
Spiritual
And aim for 20 times return on their investment on as many as you can of the above.
Have Fun!
Be yourself
However quirky
You differentiate yourself by being more yourself.
3. Develop a Personal Brand Identiy
It should be:
Clear
Consistent
Authentic
Memorable
Meaningful
Soulful
Personal
Why?
So YOU decide how you're known in the world.
Based on:
What you stand for
Why you get up every day to do the work that you do
What is uniquely you.
What?
3 components:
Who and do what statement
Your target market
What you help them get.
Why You Do It?
What you stand for
Why you get up every day to do the work that you do.
Your tag line
Based on why you do it statement.
Can take a while to get it right, don't worry!
Just start with what you have and build on it.
How?
Part 1: Releasing Blocks
Work on being fully self expressed.
Think about times where you haven't been.
Work out ways you can be more self-expressed more often
Until you are fully self-expressed all of the time.
Example of Michael, him reading his website and realising its his fathers voice.
Part 2: You Are Uniquely You
What's quirky about you?
Ask those close to you.
IMPORTANT NOTE:
When you're fully self expressed, you'll love marketing!
Part 3: The Three Components of Your Personal Brand
Who and Do What Statement
Tells people:
Who you help
How you help them
I help "_____" get "_______"
Keep it simple and dont worry about being boring with this.
Why You Do It?
What do you stand for.
Why do you get up in the mornings.
This helps you connect on a deeper level with those you're meant to serve.
This doesn't need to be hugely unique, just deeply meaningful for you.
Your Tag Line
Be yourself
Be congruent
Based on your 'why you do it' statement
It let's others know what it's like to be around you
It does not need to be target market specific
It'll resonate at an emotional level
It might come from any of the following:
How are you unique
What makes you memorable
What people compliment you on regularly
What you never get tired of.
4. How To Talk About What You Do
Why?
We've been polling for thousands of years and...
The elevator speech is...
Not liked
Not right
Not effective
To clearly articulate what you do.
Means you can talk comfortably for...
30 seconds
3 minutes
30 minutes
3 hours
How?
By killing the elevator speech and using a conversation (heaven forbid!)
Five Part Formula
Based On...
Understanding why people buy what your selling
Part I: Summarise Target Market in One Sentence.
Part II: Identify and Summarise the Three Biggest and Most Critical Problems Your Target Market Faces.
Part III: List How You Solve These Problems And Present Clients With Investable Opportunities.
Part IV: Demonstrate the Number One Result You Can Help Your Clients Achieve.
Part V: Reveal the Deeper Core Benefits Your Clients Will Experience.
How to use the parts
Remember, this is not a speech, its a conversation, use these parts as a guide:
Short and Sweet
I help [Part I]...[insert Part V].
Mid Length Version
I help [Part I].
You Know How [insert Parts I and II]?
Well, that I do is [insert Parts III and V].
Long Version
You know how [drop in Part I] do, are, or feel [include some of Part II]?
Well, what I do is [articulate Part III].
The result it [reveal Part IV].
The benefits are [insert lots of Part V].
Make It Easy...
Practice with those close to you
Speak from the Heart
Show your passion
Self expression goes here.
Smile
Lots of Eye Contact
Be Confident
Lots of Listening
AGAIN: REMEMBER!!! This is not a speech - have I said that enough yet? It's a conversation... Enjoy!
Module 2
Building Trust & Credibility
1. Who Knows What You Know and Do They Like You?
The Standard Credibility Builders
Checklist:
1. Professional Email Address?
2. Quality Business Cards?
3. Quality Website?
4. Professional photos that represent you?
ie headshot with white background
5. Specific and personal testimonials
Bonus:
Establish a personal advisory board
If credible people will lend you their names, it builds your credibility
Standards of Service
This is assumed to be good at all levels
Quality of Service
Methods and Tools
Responsiveness
Credentials
Client Importance
Appropriate Price
These will not set you apart, only if you're not delivering them, and then you'll be set apart in a bad way
The Power of Likeability
Likeability leads to
Popularity, which leads to...
Attention, which leads to...
Potential Clients
4 elements that define likeability
Be friendly
Be real
Be empathetic
Treat others in the way they want to be treated
Be relevant to them
Daily Scorecard - Measure yourself, and see how you can get better
Becoming and Establishing Yourself as a Category Authority
Why?
A potential client goes through a 3 stage process when choosing a professional like you
1. They Listen
2. They Believe (or not)
3. They Apportion Value
It will create the credibility and trust for potential clients to buy from you
It'll gain you visibility you'll need to reach all of your target market
Allow you to get your message out in a big way
Helps you gain clients and increase sales more easily and effortlessly
Easier to expand into new markets if you want to
Increases your own confidence, so you perform at an even higher level
how?
First:
Identify what you want to be known for
be as specific as possible
Ask Yourself:
1. In what areas are you currently an expert?
2. In what areas do you need to develop your expertise?
3. What promises can you make and keep to position yourself as an expert?
4. What promises would you like to make, but not yet comfortable to?
5. What do you need to do to become comfortable to be able to deliver these promises?
Second:
If you can pick one thing from those answers, what would it be?
Third:
What do you need to learn to become a category authority in the area you want to be known for?
List the ways in which you could learn those things you've just identified (books, internet, training, apprenticeship with a mentor who's already established?
Fourth:
Research and list 5 books that meet the above criteria
Fifth:
Buy the 5 books & schedule a time to read them
2. The Book Yourself Solid Sales Cycle Process
Why?
You need to build relationships of trust
The order is:
To Know
To Like
To Trust
Without Trust, nothing else matters
What your potential clients are thinking:
Can You Really Deliver What You Say You Can?
Do I like those who work for you?
Do I think hiring you will give me a significant return on my investment?
Do I feel safe with you?
What?
We'll create a Sales Cycle that turns:
Strangers into Friends
Friends into Potential Clients
Potential Clients into Current Clients
Past Clients into Current Clients
How?
Two Fold
6 keys to creating connection
1. Who
Who's your target client?
From Your Foundation
2. What
What types of products or services are they specifically looking for?
(not what WE think they need)
3. Where
Where will they be looking for you
Have a list of 10 places minimum
4. When
When will they be looking for you
What has to happen in their life or business / circumstance to be looking for you?
5. Why
Why would they choose you?
Your Brand Idendity + Bold Self Expression goes here
6. How
How you want them to engage with you
Fill out a form?
Read something specific
Download something?
Join your "Always Have Something To Invite People To" offer?
The BYS Sales Cycle Process
Three levels of proportional offers
All based on making an offer proportionate to the level of trust that you've earnt
No barrier to entry
i.e. Free
Examples are:
The BYS Always Have Something to Invite People to Offer
Consistent
Frequency
Bring People Together
Can be
Linked to your personal brand identify (not target market specific for the reason for setting it up)
Linked to your target market
Linked to your own niches
Will help you
Leverage your time to conect to a large group of potential clients
Leverage the power of communities (social proof)
Your credibility will increase as someone who brings people together
Blog
Relevant regular newsletters
Audio/video
Free reports
Test what works for your market
Low barrier to entry
Relatively affordable, next step from no barrier
High barrier to entry
Your top offer(s)
Can have as many offers as you like, just make sure you sell the offer that is proporionate to the amount of trust earned
3. The Power of Information Products
Why?
It helps...
Speed up the sales cycle
Starts the thinking process of how to package your offer
To leverage your time for money
Build lead generation products
To offer small bite size chunks of what you have to offer
Learn your offering better when you can package it up more
People love to buy packaged learning and experiences
Have 24/7/365 Investible Opportunities
Builds your credibility
But?
What if you think your service is not easily defined as a packaged product?
Don't under estimate yourself :)
How?
To Create Content
The 5 Steps
1. Choose the role that you're playing
Expert
"Here's what I've done, here's how it works"
Reluctant hero
...This was an amazing thing i created, but i'm no hero, i'm just like you, so you can too
Reclusive genius
Interviewer
Compile other experts
Researcher
Create reference product
Repurposer
With permission, use other information in different ways
2. Choose the framework
Problem / Solution
Numerical
e.g. Stephen Covey: 7 Habits of Highly Effective People
Chronological
Steps
Your Week by Week Pregnancy
Modular
e.g. Book Yourself Solid (Michael Port) :)
Compare and contrast
e.g. Jim Collins: Good to Great
Reference
e.g. Words That Sell
3. Choosing a title that sells
Types
Suspense
The Secret Lives of Stay At Home Mums
Tell a Story
The Path of a Successful Entrepreneur
Address a pain or fear
The Top 10 Fears Every Leader Has And How To Overcome Them!
Grab the readers attention
Caught! The Six Deadliest Dating Mistakes
Solutions to Problems
How To Keep Smiling with Three Screaming Kids
Emotional Connection
What My Sons Tragedy Taught Me About Living Life to the Fullest
Ways to identify if they work
Picture the title as a voice over or an announcement at the end of a commercial
Or visualise as a 'coming soon' voice over at a movie theatre
With rhythm
4. Build your table of contents
Must be easy to read, scan and understand
Allows you to break the content into manageable pieces
To Read
To Write
5. Create your content
Focus on getting first draft done
The Philosiphy of the First Draft
Done is better than perfect
Three Part Formula for creating your first draft:
Step 1: Based on your table of contents, choose 2-5 key points per section
Step 2: Flesh out each of the key points with supporting content
Step 3: Repeat step 2 until you've completed it
Yes its that easy
To Launch Content
The Simple Three-Step Product Launch Sequence
Step 1: Pre-Launch
To warm up your audience
Focus on giving so much value until you've gone too far, then give more!
Incude Teaser Content to include specific problems that the product will address
Do not mention the actual product just yet
This can last a few days or weeks
Use the time to evalute audience response
Adjust product accordingly
Towards the later stages of Pre Launch, mention the product in the places you seeded valuable content
Add more bonuses here too to overdeliver the value
Use the pre-launch checklist found in BYS
Step 2: Launch
The success is in large part due to the structure of your offer
Be careful of the types of tactics you use - be true to yourself
Either
Hyperkinetic launch?
Scarcity based?
Fear of failure based?
Or
Reasoned, sensible and appropriate to your integrity?
Launch usually lasts 3-7 days
Feel free to share new content and/or testimonials during the Launch
Step 3: Post-Launch
It's normal for sales to slow after the initial launch
There are ways to reignite Sales...
Added bonuses
Special Live Event
Close out and use opt-in form to capture future leads
Joint Venture Partners and Affiliates
Why?
It's a way to get a rush of clients sooner than you would by yourself
How?
Use Direct Outreach to contact those outside of your network
Add value to the JV/Affiliate first before asking for something in return
Have commission structure in place
Recognise that you're leveraging the trust the JV has built up with their own database
never take this lightly
Have prepared materials ready:
Email Copy for the launch
A content for JV/Afiliates
A separate password protected JV partner blog for updates
Affiliate accounts for your JV partners in your shopping cart software
Module 4
7 core promotional strategies
Mandatory
The BYS Networking Strategy
Why?
Helps you move from dread and fear to abundance and love (giving lots)
This strategy allows you to build lasting relationships with 90-100 people per month
Only taking 10-15 minutes per day
Two Approaches:
Old School Approach:
1. How can I push my agenda?
2. How can I keep the attention on myself?
3. What can I say to impress or manipulate?
4. How can I use this person to get what I need?
How about this Approach?:
1. What can I give and offer to others?
2. How can I help others be successful?
3. How can I start and continue friendly conversations?
4. How can I listen attentively to recognise the needs and desires of others?
5. How can I provide true value to others?
How?
Switch the word "Networking" to "Connecting"
Does that feel better already?
Use the 50/50 rule
50% networking with prospective clients
50% networking with fellow professionals
'Share your intangibles'
Network
Who you know
Knowledge
What you know
Compassion
How you feel
When?
Always!
You're constantly networking
Formal Events
Informal Events
Walking your dog and talking to your neighbour
Activities
Daily:
Introduce 2 people to each other
2 people covered in one action
Personal or professional
Follow up in two weeks to see how it went
Share a piece of knowledge with someone
A news or industry article to one person
Do this three times a day
Result: 3 people receive 1 item each
Share compassion, support or congratulations on something with someone
Advice
Money
Help
A Smile
Support
Encouragement
Whatever you can
Weekly:
Send a book to one person once a week
Follow up in 3 weeks
The BYS Direct Outreach Strategy
When?
Well before you actually need something from that person
Instead Build the relationship by adding value first, before ever asking for something
What it's NOT?
SPAM
(Unsolicited contact that doesn't add value)
Who?
Types of people with whom to use Direct Outreach?
An ideal client or referral partner within your target market
A decision maker at an organisation or association that will help you speak, write or more
The Press
And a myriad of other Business Development opportunities
Preparation?
Before reaching out identify:
1. What motivates this person? Hobbies, Business, Family?
2. What has the person accomplished?
3. What common interests might you both have?
4. Who are this persons peers?
5. Who is his competition?
6. What unique benefits do you offer?
7. What excites you about knowing or working with this person?
8. What do you believe is possible for the person?
9. What is your current status or role in the person's life?
10. How can you become an indispensable asset to the person?
Points of Note
Always work on the next single step, don't jump ahead
Social Awareness / Social Intelligence
Set aside time to study
Your Self-awareness
Your Self-Management
Your Social awareness
Relationship management
Read: Daniel Goleman's Social Intelligence Book
Key skills to succeed
Throw away the sales pitch and learn to listen
Be empathetic and understand the other persons feelings
Foster credibility, trust and connection confidence
How?
The BYS List of 20
Why 20?
Large enough to be expansive
Focused enough to ensure traction
To approach someone who is not in your Network of 90 'yet'
What to do:
1. Make a list of 20 people who you'd like to develop professional relationships with
2. Keep the list with you at all times (you're looking for opportunities to add value to them)
3. Each day reach out to #1 on the list and look for a way to add value to them
a. Identify the individual you're going to reach out to (using 10 points above)
b. choose the steps that you'll use to reach out
c. Create a schedule for your initiatives
d. Execute the plan
e. Evaluate the plan
4. Move the #1 to the bottom of the list, and move #2 to #1
5. Repeat process daily
What's next?
When you get a positive response, add them into the Network of 90
then remove them from the BYS List of 20
If you dont hear from them after 3 months, remove them from the list
The BYS Referral Strategy
Why?
Best way to get them is to give them
Giving a referral makes you look good
Adds to the emotional bank account
Builds reciprocity
Refresh yourself on the benefits of doing business with you
Prepare First
Identify how past referrals have come to you
Who sent it?
What was the referral for, specifically?
Did the referral need your services immediately?
How did they contact you?
Had you educated the referrer about your services before they made the referral?
How did you accept the referral and follow up?
Is that new referral an ongoing client today?
How?
Step 1 - Identify Your Clients Benefits
Step 2 - Identify Why Others Would Refer Clients To You
Step 3 - Identify the Types of Referrals You Seek
Step 4 - Identify the Places Where Your Referrers Meet Ideal Referrals
Step 5- Clarify and Communicate How Your Referrers Make a Referral
Step 6 - Ask for Referrals
This will increase your referrals by 50%
But make sure you've completed the preceding steps before you ask
A few situations that are perfect during which to ask for a referral:
Your ideal client thanks you for a job well done
Your ideal client asks you for more services
Your ideal client asks for clarification on a process or concept
Your ideal client describes a past problem that you helped fix or goal you helped her achieve
Your ideal client mentions a friend or associate who's facing the same challenges your client has faced
Your ideal client mentions they're going to an industry conference (the industry that you serve)
Step 7 - Facilitate the Referral Connection
Step 8 - Follow up with Referrers and Referrals
Practice your referral presentation
Consider:
Other Professionals - the Other Sources of Referrals
Affiliate Fees and Reward Programs
Strike While the Iron is Hot
Always act quickly on referrals and follow up right away
Gang of 5 strategy
Identify 4 individuals who also serve your target market and offer complimentary services
So you can send referrals to them
The BYS Keep In Touch Strategy
Why?
Buyers do not usually buy first time they visit
You need to forge a relationship with them
Using a long term Keep In Touch Strategy for a Group
Emails
Newsletters
Blogs
Direct Mail
etc
One to One Strategy
Met them at a function (as an example)
You have permission to get in touch personally with relevance
Not permission (yet) to be broadcast to
When you do contact them, invite them to sign up
Ensure it's permission based
Anticipated
Personal
Relevant
What?
Six Basic Types of Keep In Touch Information
1. Industry Information
2. Strategies, tips and techniques
3. Content from other sources (experts)
4. Product and Service Offerings
5. Cool Keep-In-Touch
6. Special Announcements
How?
Keep In Touch Tools
E-zines
Printed Newsletters
Phone
Postcards and mailers
Social Media
etc
When?
Start Monthly
Adjust according to what's appropriate for your target audience
What Next?
Move to Automation
Build and manage your Database
Use a CRM to:
Track performance of lead sources
Create a consistent sales process
Increase the speed of your sales conversion
Keep a track of activities
Report on past performance
Forecast future sales
Enter data correctly
Backup your Data
Follow Up with your prospects and professional opportunities
This is critical to develop trust and credibility
To keep you at front of mind for prospects
Optional
Pick any one to put horsepower into your marketing
Writing
Is writing for you?
Yes
Jump straight in and learn the 5 Part Strategy
No
Writing is a skill that can be learnt well enough to master this through practice
Then follow the 5 Parts
Or
Hire a Ghost Writer
Collaborate with a Writer
Then skip this entire section
5 Part BYS Writing Strategy
1. Decide on the subject
Use these five questions to select a broad subject:
a. What are you passionate about?
b. What interests you on a personal level?
c. What is the scope of your expertise?
d. What life lessons have you learned?
e. What is your target audience interested in learning?
Hint:
Write what you already know about
Or something you want to learn more about through research
2. Choose an ideal topic
Narrow your broad subject down to a focused topic
Determine your objective for writing
Examples:
1. What do I want to be known for?
2. What life experiences do I want to share?
3. What do I want to teach the reader?
Understand Your Target Audience
Once you've defined your target audience at a deeper level you can more easily know:
What you'll tell them
How you'll tell them
Hot Buttons of your Target Audience
Understanding emotional hot buttons can help better focus your writing
3. Creating an Attention Grabbing Headline
7 step checklist to help:
1. Select a few descriptive words
2. Tell the reader what they'll learn
3. Hint at the solution that you're providing
4. Use questions in the title to involve the reader
5. Curiosity works well, consider a teaser title
6. Promise Results
7. Promise to teach them something
Optimize Your Title
To align with what people will be searching for (in Search Engines)
4. Write your article
The Introduction
A strong introduction is important to engage the readers
The Body
Where you fulfill your promises you made in the title and Introduction
Tips to help your writing
Stick to one idea in each sentence
Two or three sentences per paragraph
Use subheadings
Use lists
Be consistent with your layout
Optimize your body copy for your keywords
For search engines
To satisfy what the readers where looking for
The Conclusion
Wrap up by:
Restating your main points in a neat summary
Encourage readers to try your advice
End on a positive note
Authors Resource Box
About You
About Your Offer
Call To Action
Optional:
Offer gift/incentive to motivate action
Leave it for a day
Revisit and re-read 24 hours later to improve
5. Get your article published
Online
Article Directories
Online Press Releases
Niche Websites
Newsletters/Websites of the Influencers of your Target Market
E-Zines
Where should you start?
Where your target market hangs out
Identify what's needed from Websites/Article Site owners, and adapt to suit
Offline
1. Think Big, but start small
Focus on smaller publications
Build your portfolio to take to the larger Publishers
2. Request writing guidelines from Print Publishers
3. Analyse the Contents
Make sure you're aligned with what the publisher is looking for
4. Write a query letter
One page letter proposing your ideas to the publication
5. Send a self addressed envelope
6. Follow up with the Editor
Help Editors Help You
Build your relationships with Editors
Find out how you can help them
Learn the art of delayed gratification
Don't give up!
Speaking
If Speaking is right for you, and you want to give it a try, great. If it's not, don't worry
Why should you?
Leverage
Build followers
Credibilitiy and positioning increase
Helps you master your material
How?
You can invite the audience to you
Audience Pays (or perhaps not)
Can be your 'Always have something to invite someone to' Offer
Can position a sales opportunity
By Promoting Yourself:
How
Try out different types until you find what works best
Conference calls
Create a frequent call
Monthly
Weekly
With topics
Something topical / useful
From an industry magazine
Invite a guest expert to talk
Ask your clients what they'd most like to hear about
Introduce the topic then open up for questions
Record and have replays available for others to access
Demonstrations / Educational events
Seminars
No cost / low cost retreat
Ask yourself:
How can you be unconventional and risky as to create interest and excitement for my services?
3 reasons for bringing audiences to you:
1. You want to leverage your time to connect to as many people as possible
2. You want to leverage the power of communities, building energy and credibility
3. You'll be viewed as a generous connector, increasing reputation and likeability
You can be invited to the audience
Getting Promoted By Others
Build trusting relationships with decision makers at associations and organisations that serve your target market
Use your BYS List of 20 for this
This will benefit you through:
Large audiences
Audiences that include potential clients
Name recognition to build prestige
The opportunity to sell at the events (books and CD's as an example)
Four hierarchy of levels to leverage
Level One
Your entry point to speaking
Local not-for-profit groups
Good place to practice your material
And find potential clients
Level Two
For Profit Local Groups
Level Three
Local and Regional Associations
And within Businesses
Level Four
National Associations
National Businesses
How to find your Audiences
Internet Search
Library's and Journals with Trade and Associations listed (in your country)
Get Booked To Speak
Use your BYS List of 20
Do your homework for your targets in Direct Outreach
Research the Person, the organisation
Speak to members if you can to get more information
What you need to present to get booked
Everyone is different, but...
Speaker One Sheet, Video, Session descriptions, etc
Make sure you tailor each proposal as appropriate
Your invitation to speak
Attempt to lock down the topic and duration when booked to set clear expectations
Collect contact information of all key stakeholders
Who is in charge of the event
Who will introduce you
Land line and Mobile phone numbers
Know your audience
Research your audience so your content can be tailored to suit
Pick the right vocabulary (Add any technical jargon that's needed)
Understand how much background information you need to deliver
Ask to interview some of the leadership personnel if possible
Even better if you interview those who will attend the event
Can you involve any in your presentation?
Important: A strong foundation leads to a superior performance
Use a questionnaire to collect:
Pre-Questionnaire - Know Your Audience
Audience Evaluation Forms
Testimonial Forms
Contact Information Forms
Be Prepared
Slides?
Location?
Extra Equipment needed from you?
Timings of talk
Remind facilitator of any requirements you have closer to the time (they've got a lot going on!)
Know Your Venue
Room setup
Location of Toilets (seriously)
Setup and Breakdown time allowed - and will you have help?
Technical and physical needs - who brings what?
Back of room sales - yes or no?
Parking - free/paid/etc
Putting your Presentation Together
Keep it simple
Either
Teach your audience something that will add huge value
Give them an experience
Preferably Both
Develop your Bio and Introduction
Respect from the audience is very important
Plan your presentation
The better organised your information, the better it's consumed
Choose your role
Pick one of the roles from the Creating Information Products Chapter
Define Your Message
What's the one takeaway you want them to leave with?
Develop Your Presentation Title
"It has to personalise, tantalise, build expectation and motivate action."
Define your Content by filling your Presentation Basket
Using these six steps
1. Set the main objective of the presentation
2. Prepare your opening
3. Deliver the content
4. Summarise the key points
5. Offer Q&A
6. Close by thanking them and your host, and reminding how they can continue to connect with you
Deliver Your Message
Try and combine the three main ways of learning:
1. Sound
Listening to you
2. Sight
Powerpoint/slides/illustrations
3. Sensory
Experiencing something from you
How to make your presentations sizzle:
Practice, practice, practice
Stage your presentation
Love your audience
Dress appropriately for your audience
Market yourself as an expert whilst staying on topic
Use mics, props and handouts effectively
Video record if you can to leverage into information products for later use
Know your material
Wrap up and Follow up
Use your Networking and Keep in touch strategy here to stay in touch
If you want to become a professional speaker, read these two books:
Money Talks: How to Make a Million as a Speaker - Alan Weiss
Getting Started in Speaking, Training or Seminar Consulting - Robert Bly
Web
Part 1 - Design
Purpose and Benefits
Positions Expertise
Builds Brand
Gives a Global Reach
24/7 Money Making Machine
Builds Your Database
Allows Filtering Unwanted Clients
Provides an Opportunity for Bold Self-Expression
The Biggest Mistake People Make
For each page of the website they do not answer these questions:
Who's coming?
What do you want them to do?
How are you going to get them to do it?
How To Structure Content
Focus on your Target Audiences Needs
(You should know how to Structure your content as the Expert)
The 10 Most Effective Types of Websites for Service Professionals
Brochure
Squeeze Page
Sales Letter
Menu of Services
The Assessment
The Portal
The Viral Entertainment Site
The Blog
The Social Network
A Profile Site
What to look for in a Web Designer
Design
Marketing
Programming
Sense of Humour
Patience
Part 2 - Traffic
Get Traffic
9 Traffic Strategies
Search Engine Optimisation
Boost Your Link Popularity
Leverage Your Email Signature
Article Directories
Participate in Online Communities
Cross Promote Through Marketing Partners
Use Tell a Friend Forms
Use Online Press Releases
Pay per click Advertising
Bonus...
From your other 6 Core Self-Promotional Strategies
Enticement
What have you got to tempt a visitor?
Value adding download / report / interactive / etc?
Consumption
Giving content that is easily consumed
Following up to reinforce (or help) the consuming
Part 3 - Building Your Social Media Platform
Why use Facebook?
Powerful Networking Platform for Keep in Touch
Allows Targeted Marketing
Integrates with your website/blog/twitter/etc
Can increase Trust and Credibility with your Target Audience
Gives you increased reach
Allows you to build your database (using Opt-In forms or links to your Sign Up pages)
Using Facebook for Business (the Basics)
Your Profile
Use this until you get close to 5,000 followers
More powerful to connect to others as you grow your following
Your Business Page
Increased analytics (to know demographics)
People can 'like' your page
Recent Timeline changes mean its harder to embed sign up code, but you can link to signup pages outside of Facebook
You can get a friendly URL once you have over 25 likes (facebook.com/username)
Groups
Setup to cater for those with special interests
Very good to find your Target Audience in one place
Perhaps setup a Group if you can't find one dedicated to your Target Audience as a way to build Credibility
Community Pages
More useful to research if your Target Audience is geographical
Tools
Messaging
Like email, inside of Facebook
Chat
Real time chat to connect with others
Lists
A way to segregate your friends list into more targeted groups (assuming you're using Facebook as a marketing strategy)
Events
Allows you to plan and announce events to your Facebook friends
Posts
A post is a message that is put on your wall, and is then shown on your Friends wall (and potentially their friends too) - this gives exponential reach to new Friends / connections
Comments
You can comment on other peoples posts to build interaction
Likes
You can click LIKE to show you like something, as others can do with your Posts / Events / etc
Invites
Inviting others to Facebook, Events, Groups, etc
Discussion Boards
You can add these to Pages to allow discussions / feedback / testimonials
Adverts
Facebook has Paid Advertising to reach a wider audience of your Target Audience
Links
You can post links to external webpages for others to visit
Notes
Extended postings that have their own unique URL
Your Goal With Facebook?
Finding Clients
Finding Network Partners
Cross-promoting with Strategic Alliances
Earning Credibility
Creating Visibility
Announcing Events
Promoting your Products or Services
Driving traffic to your Website (or Blog)
Building your email list
Having Sales Conversations
Creating a base of Raving Fans
How to use the BYS system on Facebook
1. Who knows what you know and do they like you?
Building Credibility and Likeability
2. BYS Sales Cycle Process
Make your page 'sticky' with relevant information
3. Power of Information Products
Promoting your products
4. Super Simple Selling
4 step process easy to work through in real time chat
5. Networking Strategy
Easy to share your Network using Facebook
6. Direct Outreach
Connecting and adding value to those in your List of 20
7. Referral Strategy
Give and get referrals though Facebook
8. Keep in Touch
Send messages and engage in a personal way
9. Speaking & Demonstrating
A channel to share your webinars / teleseminars (invites or recordings)
10. Writing Strategy
A great platform to share your writing
11. Web Strategy
Integrates well with your Website
Facebook Done Wrong!
1. Inviting everyone to everything
Instead: Target your Audience (Likes/Interests/Geography)
2. Having games show up on your Wall
Farmville / Mafia Wars / etc
Think about the reputation you want with your Facebook Friends
Facebook Done Right!
1. Having a prepared plan on how to use Facebook and engage your Target Market
Example: facebook.com/TheGrowingPractice
Why use LinkedIN?
A professional network allowing you to highlight your skills and past work experience
A robust environment to help find corporate and professional prospects
An easy way to keep up to date with industry trends
Manages your professional identity online
Builds your know, like and trust factors (by sharing your knowledge)
A powerful communication platform
Offers communition Tools for Messaging and Events
Business use for LinkedIN - The Basics:
Your Profile
Your online resume
Include your Who and Do What statement
Connect your other Social Media platforms
Network and Degress of Connection
Allows you to connect to decision makers quickly through referrals in your network
You can see how many people you're potentially connected to
Recommendations
You can give and receive recommendations for work
Acts as a great way to collect testimonials
LinkedIN Tools
Events
You can schedule and invite others
Applications
You can add / integrate applications you use in your profile to build your sharing and credibility
Search
You can find people, companies and skills to define targets
Groups
Either join or create established groups of your Target Audience
Answers
Share your knowledge through Answers to build even more credibility
Jobs
Apply for or hire through LinkedIN Jobs
What are your Goals?
Finding Clients
Finding Network Partners
Cross-promoting with Strategic Alliances
Earning Credibility
Creating Visibility
Announcing Events
Promoting your Products or Services
Driving traffic to your Website (or Blog)
Building your email list
Having Sales Conversations
Creating a base of Raving Fans
Why use Twitter?
It helps drive traffic to your website
Effective SEO tool
Builds the 'know, like and trust' factors
Great way to build strong personal connections
Robust real-time chat platform
Allows for permission based marketing
Allows you to listen in to Target Audience conversations (in case you can add value)
Business Use for Twitter - The Basics
Profile
About you, your bio and a link to your website
Following
To follow others who could add value to you and vice versa
Twitter Stream
The tweets that appear on your homepage from those you follow
Twitter Tools
Direct Messages
DM's
Private Messages to other Twitter users
Reply
@
Public for all to see, but the other person will be notified
Retweet
RT
When you forward someone elses Tweet to your followers
Lists
You can segment your followers into groups (aka Lists) for more Targeted Messaging
Hash Tags
#
Allow you to focus on a specific topic, by adding the Hash Tag at the start of the topic (ie #BookYourselfSold or #Marketing)
Using Twitter to Book Yourself Solid
Build Your Followers
Finding People through Twitter
Using Twitter Search
Add using email importer
Inviting others to follow you
Twitter directories (eg Twello)
What are your Goals for using Twitter?
Finding Clients
Finding Network Partners
Cross-promoting with Strategic Alliances
Earning Credibility
Creating Visibility
Announcing Events
Promoting your Products or Services
Driving traffic to your Website (or Blog)
Building your email list
Having Sales Conversations
Creating a base of Raving Fans
What is your message?
Prepare content (80/20 rule)
BYS Networking strategy - Share your Knowledge
Automate...
Sending content and prescheduled messages
Welcome message
Manage mulitple accounts
Track statistics
Create mulitple lists and easier management
Automatically follow (and un-follow)
Post audio or video on Twitter
Twitter done right
Two examples:
@ChrisBrogan
@MichaelPort
Video
Why Use Online Video?
Low Barrier to entry
Creates strong personal connection with clients and followers
Trustworthy, credibility and likeability are all increased when they can see you
Strong SEO benefits
All working together to increase the awareness of you
Business use for Video
Website
As a welcome video or your Who and Do What Statement
Blog
you can turn your blog into a video blog
Sales Page
Client Testimonials through Video
Video Email
Video Coaching
Enhancing the delivery of your services
Video tutorials and screen captures
For training
Create online video in Four Simple Steps
1. Your Goal
Increasing online exposure
Driving traffic to your website
Enhancing Expert Status
Building Trust and Credibility
2. Your Message
Be consistent
Develop a theme
Maintain focus on your core message
It's important HOW you say it, as well as WHAT you say
List of types of video as examples:
Expert Tip Series
Your Backstory (Why You Do It Statement)
Personal Message on your homepage
Product Launch Promotion
Intructional How-To Video
Editorial
Your "Top Ten" list
Testimonial / Review
Live Q&A ask the expert
Intervew format
Speaking Demo or Event Video
3. Your Format
Webcam
Webcast
On Location Video Shoot
Record Screen Capture
Create Video or Photo Montage
Five Step Process to Complete:
1. Develop Your Content
2. Setup your Equipment
3. Record your video
4. Upload your video to the web
5. Share / Distribute your video
4. Your Distribution and Promotion
YouTube first
Embed YouTube into your Website/Blog
Share across Social Media
Distribute using TubeMogul (now OneLoad.com)
Video Done Right
See LouBortone: www.Loubortone.tv
Social Media: Pulling it all together
Return on Investment is Three Fold:
1. Return on Interaction
2. Return on Involvement
3. Return on Investment
Suggested Tasks:
Daily:
Post Personal Tweets 2-3 times minimum per day
Schedule 15 minutes each day to monitor your social networks
Get involved in relevant discussions
Read your streams/walls/pages to look for content you can share with your network
Twice per week:
Write a new blog entry
Visit other related industry blogs and make comments
Ongoing:
Add new links, videos, etc to your social networks, websites, etc
Module 3
Simple Selling and Perfect Pricing
1. Perfect Pricing
Why?
We want to identify what pricing models and strategies would be best for the people we're serving
Often emotionally challenging
How to Value?
How much income will your service create?
How long will what you create be useful or productive?
How much pain will you relieve?
How much pleasure will you create?
Will your work create substantial and long lasting piece of mind?
How are you helping your client connect to their purpose?
What Options?
Pricing Models
Trading Time For Money
Open-ended time for money trade
i.e. Time and Materials
Fixed Price for pre-set result
i.e. Fixed Price
Recurring fee for an open-ended amount of time
i.e. Retainer
Retainer plus back-end
i.e. Retainer plus Profit Share
Flexible Pricing
i.e. Different pricing for the same product with different clients
Bundled Pricing
i.e. Offer a combination of products/services
Penetration Pricing
To break into a market
Loss-leader Pricing
Use your first offer at a loss, with an aim that they'd spend more on additional products once in
Economy Pricing
Be the lowest price offering in the market as a point of difference
e.g. Walmart
Prestige Pricing
Have a higher price point than other competitors to position yourself as exclusive
Consider these 5 Objectives
1. Maximise long-term profits
2. Maximise short-term profits
3. To gain market share
4. To survive
5. To do good
When?
When to Lower Prices, Discount and Offer Specials
When you need to
Quantity Discounts
Cash Discounts
Seasonal Discounts
Markdowns and time sensitive discounts
Free Services
Use sparingly and with reason
When to Raise Prices
As often as possible
Just for the heck of it
Economic Conditions
You're in Demand and Overbooked
Training and skill development
You've upgraded yourself, so you can charge more
Upgrading your packaging
Ensure you check any pricing regulations in your industry
2. Simple Sales Conversation
To start
Two Things
Shift Your Perspective
Let go of limiting beliefs
Think of Solutions and Benefits in your Sales Process
Realise the Value you have to offer
Simple selling is having the right amount of Trust at the right Time
How
Using your solid Foundation that you've already built by now
Earn Trust
Using the Standard Credibility Builders
Have a designed Sales Cycle starting with a No Barrier to Entry
Using simple lead generating information products
The Simple Four Step Process
1. Execute a FEW of the Core Promotional Strategies
2. Let your Foundation welcome visitors, giving you the oppotunity to earn trust
3. Buid Trust & Credibility through your Sales Cycle
4. When the potential client raises their hand, have a Simple Sales Conversation
The Simple Sales Conversation
Part 1
What?...
What are you working on?
What is your goal?
What are you trying to achieve?
Part 2
How?...
How will you know when you've achieved it?
What results will you see?
What feedback will you hear?
How will it feel?
Part 3
Help?...
Would you like someone to help you with that?
Part 4
Me?...
Because I believe you're my ideal client
Would you like that someone to be me?
Yes
Book the Business!
No
If they're uncertain
That's OK
When they are ready, they will come back
As long as you have a Keep In Touch strategy in place
See Core Promotional Strategies
Cut the crap out of Selling
Trash the provocative questions
Ditch the pitch
Use the Red Velvet Rope Policy