Happy Holidays

Callan on December 17th, 2009 in Fill Your Events | No Comments »

Marketing Doesn’t Make You Money

Having a successful business that allows you to help lots of people, while earning lots of income, depends upon your understanding and application of the following essential distinction:

Marketing vs. Sales

Many folks lump these two concepts together - and wonder why they struggle for cash and clients in their business.  MARKETING is about communicating to as many ideal potential clients as possible about your product, program or service.

Marketing is about getting the word out about what you are up in a way that magnetizes perfect people to you and your business.

Marketing does not make you money.

When done well, it will help attract people to you - but it’s an entirely different function to get those newly magnetized people to hand over their hard earned cash in exchange for your stuff.

That’s where SALES comes in.

SALES is the process of converting those interested potential clients into active, paying, current clients! Sales is about having a step by step, well thought through process by which people are invited, enticed and encouraged to give you money in exchange for value.

Got it? Marketing means sending your message’ to as many people as you can in a way that allows them to ‘SELF SELECT’ or ‘choose themselves’ as being interested in what you are offering.

After you’ve generated a bunch of leads (or people interested in what you have to offer) it’s a selling function to convert those leads or potential clients into buyers.

Marketing = Communication
Selling = Conversion.

Now - ask yourself, “Do I have specific processes and procedures for both marketing and selling?”

Over the next few blogs, I’ll be taking you through the fundamentals of what you need in place to make sure you’ve got the ‘magnetic marketing’ piece down. After that, we can talk about an easy 5-step system to convert those interested people into even more enthusiastic clients.

See you soon!

Callan on October 8th, 2009 in Sure-Fire Strategy | No Comments »

Getting Intimate Will Make You Rich

Many people think Marketing is really complicated and I’d like to help set the record straight. Despite popular opinion, I happened to know that marketing is actually very simple.

Marketing is just a specific form of COMMUNICATION. That is…

Marketing = Communication

It is a specific communication to your specific audience about the specific problem you solve.

Let’s take this one step further.

The best, most heartfelt, most effective communications (whether personal or professional) are INTIMATE COMMUNICATIONS.
Communications that feel like they are about you, for you, and were created specifically with you in mind!

Here’s what I mean:

Let’s say you and I were out on a date, and I wanted to communicate my appreciation of you. Which compliment would have a better chance of increasing our connection?

Compliment A: “I love animals, and warm blooded mammals are actually my favorite!”

Compliment B: “You have beautiful eyes… and the sweater you are wearing really compliments them.”

I’m guessing you chose Compliment B, right? (If you didn’t - we need to talk.) Compliment A was general, generic, and well, just plain silly. But I think it helped illustrate the point. Compliment B was intimate, tailored, and directed right at YOU!

Let’s adjust our formula with this idea in mind:

Effective Marketing = Intimate Communication

This is golden. The only effective marketing communications are INTIMATE marketing communications. Marketing that feels like it was created only for you. Marketing that speaks directly to you, and is crafted specifically for your benefit. That is what it means to get intimate.

Increasing the INTIMACY of your marketing communications will make people way more likely to choose you, your events, your programs and products! It’s really about creating relationships, and the more intimately you can communicate/connect with your potential clients through your marketing, the more likely they will want to engage in a relationship with you…. business or otherwise!

So how do you do it? This is a HOT topic that takes us an entire day to teach at our Magnetize Your Audience event… but here are a few tips you can use right away.

Tip #1: Know a lot about the person you are speaking to! This means, you need to get really, really specific with WHO you are directing your marketing at. This is the underlying WHY behind the idea of choosing a specific audience, a narrow niche, or a tight target market. When you know WHO you are talking to specifically, you can use language they respond to. You can use… intimate language!

Tip #2: Always speak in the singular in your marketing. For example, when using email marketing, don’t write, “Hello Everyone.” Why not say, “Hi Callan!” If you are on a teleclass, don’t say, “I’m glad you all showed up!” Say, “I am so glad YOU chose to be on the call with me tonight.”

Tip #3: Pretend you are writing your marketing to a dear friend. Give it that intimate, personal, friendly feel.

I love to get intimate with my clients. And it pays…

Callan on October 6th, 2009 in Sure-Fire Strategy | No Comments »

Addition to the Golden Rule of Email Marketing

Selling your products and programs by email will become an effortless, enjoyable, and highly profitable process as you pay attention to these blogs that Justin and I have been posting. We want to make things EASY for you to succeed!

Here are a few other rules that go hand in hand with the Golden Rule:

1. MAKE SURE YOUR CLIENTS ASKED SPECIFICALLY FOR WHAT YOU ARE SENDING.

If they signed up for HEALTH TIPS and you’re sending emails that offer MLM pitch-even for a Health Company-you’re breaking their trust.

2. GIVE GENEROUSLY.

Stay away from taste tests, teasers and fluff at all costs. If you have a tidbit that can change your clients life-make her more money, give her more energy, or help her be more productive-then give it away. If it works, she will buy everything you have.

3. STAY OFF THE GRAVY TRAIN.

I hate seeing this one. Please,please, please, don’t promote every affiliate that offers you a commission. Be very choosy! You must be willing to stake your reputation and your business on the person and the product you’re promoting. Only choose to promote people who offer products and service directly related to what your clients signed up to your list for!!! If your client signed up for Business Building Tips, please don’t promote an Affiliate that has a Weight Loss Book - no matter how great the commission to you might be. (This happened to me recently. I unsubscribed immediately.)

QUICK SIDE NOTE: When you have a list, other marketers will often ask if you can promote their product. Here’s a great way to eliminate 90% of them in a few seconds.

Ask yourself: Is this marketer telling me how much money I’ll make from helping him? Or is he focusing on how my clients will benefit from his product or program? Stick with the opportunities that your clients will benefit from the most. And partner with the people who focus on that.

(In any Joint Venture opportunity, there must be 3 wins. 1) Your clients must win or benefit first and foremost. 2) Your JV partner must win 3) There must be a win in the partnership for you. Look for JV promotions that have this triple win potential.)

4. HAVE FUN.

If you don’t giggle to yourself at least once when you’re writing your emails then it’s probably boring. You’re a fun person. So write fun emails whenever you can. When people are laughing, they are learning. And if they are learning and laughing with you - they’ll keep reading your emails.

As you continue to provide value for people, they will deepen their loyalty toward you. And that is the beginning of a relationship that will profit your business, and your heart equally.

Callan on October 5th, 2009 in Sure-Fire Strategy | No Comments »

The Golden Rule of Email Marketing

When someone gives you their email, they are actually saying, “I trust you.”

They are offering you something personal and valuable to them - and they are trusting that you’ll give them something personal and valuable in return.

Having a client’s email address is a humbling responsibility-or at least it should be. You now have the ability to send them any bit of information… any news, gossip, factoid, anecdote or funny animal footage that strikes your fancy.

So should you?

Of course not!

(But you already knew that, right?)

So the question is…

‘What should you send? And how often should you send it?’

There are very specific rules with regards to this-please memorize them so you’ll know for sure when you’re breaking them.

The first rule is really the ‘Golden Rule’ of email marketing. This rule can be broken, but the consequences will be very unpleasant.

Email Marketing ‘Golden Rule’ = “Your clients let you email them for THEIR benefit-NOT YOURS!”

When you only send information that YOUR CLIENTS CAN BENEFIT from… and when your clients learn to trust that you’ll only send information that they will benefit from… your open rates will sky rocket -and your click through rates will keep pace!

Keep checking back here at this blog as we post more helpful email marketing tips to help your business be a BIG success!

Callan on September 30th, 2009 in Sure-Fire Strategy | 1 Comment »