Law 1 – YOU Are the Killer App

This article is the second in an eight-article series on the Seven Laws of Marketing.

Law # 1 – You must be very good at what you do.

Once there was a doctor who was the top expert in his field. And he traveled around the country giving talks at medical conferences. He also brought an assistant to each of his talks who helped him with logistics, set up his slide projector, made his hotel arrangements, and sold his books at the back of the room at the end of the talk.

One day the assistant remarked to the doctor, “You know I've been in the back of the room for dozens of your talks and since you've given the same talk every time, I'll bet I could deliver it verbatim.”

The doctor, being the adventuresome type, took up his assistant's bet and told him, “Since nobody knows me at this talk I'm giving the next week, why do not you give the talk and I'll sit in the back of the room? ”

They agreed and the assistant gave the next talk. And he was right; he did a great job. He not only saved the talk verbatim, he used the doctor's same tone of voice and gestures and got a standing ovation at the end.

Then he opened it up for questions. He was asked a very complex question and this is how he answered: “Ha, that is such a simple question. Anybody knows the answer to that question. And then gesturing to the doctor at the back of the room he said, “Go ahead and give us the answer to this simple question!”

Being good at what you do is not just being in command of a certain set of facts. It's understanding all the things beyond those facts. Someone once taught me that a consultant or speaker should know thirty times more than what he mentioned or talked about.

You can also check more info here – See the first article at this link .

Is your expertise beyond your knowledge and do you have the ability to effectively apply that knowledge? Can you walk your talk? Can you answer the difficult questions and then demonstrate how to apply your ideas in a wide variety of circumstances?

Of course, you will never know everything, even if your expertise is rather narrow. Are you consistently expanding your expertise through reading, workshops, seminars, and conferences? And are you refining your expertise through writing and speaking?

More than any other factor, being geninely knowledgeable and being very good at what you do will determine your success in attracting more of your ideal clients.

A final note about the title of this article.

I've talked to hundreds of people about their business and marketing. And many of them believe there's a hidden secret to attracting clients and growing a business.

If only they had the perfect message, a larger list, more connections or a “killer app” that generated a non-stop flow of qualified leads.

But there's really only one killer app. And that's YOU.

Sure, there are some great tools and resources out there today. A past client of mine recently discovered some online tools that are helping her generate more qualified leads than ever before.

But it's her hard work, dedication, and trial and error efforts that have enabled her to get such great results from using these tools. It's her commitment to making them work that's made all the difference.

Want to be great at what you do? Realize that absolutely YOU are the killer app.

Cheers, Robert

Networking Tips: Connecting With The Business Specialist

Networking is not just about attending events. It is also about attending meetings, making strategic connections and growing your networks. Likewise, relationship building and planning are key components for successful networking. Networking can be a critical piece in business development. Being able to meet the right contacts and further your agenda can lead to a plethora of opportunities.

Listed below are tips for engaging in effective conversations with business specialists.

Step One

Whether you meet a business specialist a conference, meeting, mixer or other function, make sure that you are properly prepared. Have a dynamic elevator pitch which clearly highlights your company, capabilities, target audience and value proposition. Carry up to date marketing materials such as business cards, flyers, postcards and other useful information. Direct the conversation along the lines of offering information rather than selling a product or service. In the process, listen closely, pay attention and show respect. These types of nonverbal communication cues can build your brand and likeability with the other person.

Step Two

Once you have made a connection and scheduled your meeting, it is imperative to do your due diligence. Make sure that all of your information, materials and internet presence are aligned, correct and up to date. Feel free to reach out via email or phone to remind your counterpart of the session 1 or 2 days in advance. Be available to correspond before the meeting and update your alternate on any changes to the meeting. Always arrive a few minutes early in the case that you are meeting outside of your location.

Step Three

Use the meeting as an opportunity to show professionalism and competency. Lead with confidence and adhere to the length of the scheduled meeting. Share presentations, demos, resources etc. and create a platform to do business. Follow through and offer to have another meeting as a continuation or to propose new ideas or content. As always, thank the business specialist for their time and follow up in a timely manner.

Use these tips to sharpen your networking skills. By connecting with these type of individuals, you are able to progress in your endeavors and achieve good success.

Things to Think About When Purchasing a Direct Mailing List

You can either start a direct marketing campaign to reach out to your current customer database or you can purchase a direct mailing list from a list broker or list manager to connect with new prospects. If you're considering purchasing a direct mailing list, there are several factors you should think about.

Decide on Contact Method

The first step is to decide how you want to reach your prospects. Do you want to do a direct email campaign, do you want to reach out by telephone, or do you want to try an email campaign? Each contact method has its own considerations.

When deciding on a contact method it is extremely important to ensure you know the various rules and regulations governing each direct marketing method. If you are planning on purchasing a telemarketing list, take the time to research the Do Not Call regulations. If you decide an email blast is the way to go, make sure you know CAN-SPAM requirements.

Not educating yourself on the rules regulating the marketing method you use could cost you.

Know Your Target Market

The next thing you need to do is determine what group would be most interested in your products and services. This is called a target market and your direct mailing list should be tailored specifically to contact them. Are you promoting your products to consumers or business? If you do not know who your target market is, try looking at your current customer base and use their features as the model for your target market.

How Often are You Going to Reach Out?

Is your direct marketing campaign going to be orgoing or is it going to be one and done? This factor will probably be determined by what the purpose of the campaign is. Are you reaching out to new prospects to try to create awareness or are you trying to promote a limited time offer? Repetition is important with any marketing campaign, the more you can get your message out the better.

Direct Mailing Lists do allow for one-time or multiple uses. One-time use mailing lists are typically cheaper that multi-use lists as you are only using the list once. With multi-use lists you pay full rate for the first use and a reduced rate for each subsequent use.

You just need to make sure that you are clear on what the usage guidelines are of the mailing list you are purchasing. If you use a mailing list multiple times when it's a one-use only list, you are going to be charged a hefty fine.

How Many Contacts?

The size of the mailing list you purchase can be determined by a couple of factors. First is the marketing method that you decide to use.

Email lists have a greater success rate if they are sent out to a large quantity of contacts. The average open rate of an email campaign is 18 – 20%, with the average click through rate after the being opened is 3 – 4% (rates vary depending on the subject line and relevancy). This means out of 1,000 emails sent, roughly 200 will get opened and of those, 8 will respond to the call to action. A larger email list will ensure that your message will be opened and reacted to.

The size of the telemarketing list should be determined by the number of callers you have. If you plan on outsourcing to a call center with multiple callers, then the telemarketing list should be reflective of that. A telemarketer can make anywhere between 300 and 500 calls in an eight-hour shift. If you have 4 telemarketers calling, you can go through roughly 8,000 names in a week. Conversely, if you only have one person in-house making calls when they have the time, you could go through only 100-150 names in a week.

The number of contacts on a mailing list will be mostly dependent on budget. With direct mail campaigns, the list is usually the cheapest part, especially if it has a lot of contacts. Printing and postage can get quite pricey if the list you're mailing to is large.

The other factors that may determine the size of your list are the number of contacts that match your target market and budget.

The more defined your target market is, the better the mailing list is going to work. The key is being able to correctly narrow down your target market. If your target market is too broad, the mailing list is going to be way too big. However, if you narrow the target market down too specifically you are going to end up with a mailing list that is to small to market to. You have to find the happy medium.

When do You Need the List?

It is also important to know that mailing lists have a shelf life. People move, get married, staff changes, new businesses start up, other go out of business, etc. Whether it's a business list or a consumer list, there are countless effects that can affect the data in your purchased mailing list. If you are not planning on using the mailing list right away, do not order it until you are ready to use it.

What is your budget

No one likes answering this question. In a perfect world, you've purchased as many names as you can to get the optimal result of your direct marketing campaign. Unfortunately, we all have to budget. Paying for printing and postage or paying the call center or for the email design and deployment software or services all eat up a huge portion of the marketing budget, leaving little behind for the mailing list. Luckily, as mentioned before, the mailing list is usually the cheapest part of a direct marketing campaign.

With that being said, you do not want to cheap out on your mailing list either. The more targeted you want your mailing list to be, the more effective it is going to be and as a result it is going to cost a little more than a generic, non-targeted mailing list. But it will be much more effective than a generic, non-targeted mailing list.

As the old saying goes, anything that can be bought for a very low price probably is not very good. You can probably purchase a cheap mailing list with tens of thousands of names, that is not accurate, is not compliant and is not targeted and probably will not work. A properly sourced, compliant, targeted marketing list is not going to be cheap. You get what you pay for and if it looks too good to be true, it probably is.

The answers to the above six points are the foundation for your direct marketing campaign. Whether you are going to find your direct marketing lists directly or use a list broker, you are going to need to know the answers to these points. It's always good to really think about the different aspects of a direct marketing campaign. If you're unsure of what your answers might be, look for an experienced list broker. They can help guide you through the list buying process.

What a Sasquatch Can Teach You About Attracting Clients

More than 105 million people have watched this YouTube video about the Purple Mattress Protector pitched by a female Sasquatch.

The creators of this video understand that you can not be boring if you want to get attention for your product or service.

But it's more than a visual gimmick. The script for the video is a straight pitch from a mom extolling the virtues and benefits of the Purple Mattress Protector.

Most TV commercials are 30 seconds long but this video is 3:43. You can not take your eyes off it, and I admit I've watched it several times.

So, as an independent professional wanting to attract more clients, what does this mean to you? Am I suggesting that you hire a Sasquatch to pitch your professional services?

No, but I am suggesting your marketing could be a little more creative, eye-catching and benefit-oriented.

The second law of attracting more clients is: “You must not be boring.”

But I've noticed that this is the prime feature of most promotion and marketing for independent professionals:

It's mind-numbingly boring .

Why? Because it's all about you or about your process. And nobody really cares about that. They care about how you can help them.

The Purple Sasquatch video gets this. And in the opening of the video she addresses the problems with other mattress protectors:

“Did you know that the wrong mattress protector can ruin the feel of your mattress?

“Hi, I'm a mom, one of the hardest jobs out there.

“This is Junior. Junior's a sweetheart but he can wreak havoc on our mattresses.

“Nobody likes sleeping on a plastic bag! Other protectors turn your bed crinkly or stiff and they make your mattress noisy, hot and uncomfortable – like a Nickleback concert – or the first year of my marriage!

“A mattress protector that ruins the feel of your mattress makes about as much sense as my husband's conspiracy theories.”

You can see their “making of” video here .

Now that our Sasquatch mom has established the problem with other mattress protectors, she extolls the virtues of the Purple Mattress Protector:

“The Purple Protector is stretchy so it can let your bed do what it was designed to do.

“The Purple Protector enhances your Purple bed or any other bed.

“It cradles your pressure points when you lay down instead of making your mattress hard and uncomfortable – like watching Transformers IV through the window of an RV.

“And the stretchiness means it's super durable, which is nice because Junior has vivid night terrors about deforestation.”

The pitch about the protector's benefits incorporated some sly humor that fits with the visuals of the video.

Could you do something similar with your marketing copy? Of course! (Without going over the top.)

The first part of your copy should address the problems or issues your prospective clients are currently experiencing. This is what one of my clients wrote:

As a top executive or leader in your organization, you're often faced with leaders and managers who are not performing at the level you need them to.

I am often called into a company when they are experiencing people issues and challenges such as the following:

Someone in your organization is not communicating effectively . It's hurting productivity, spoiling relationships and impacting morale. You wonder what you can possibly do to help them get along and interact more successfully.

No sly humor here, but it directly addresses a very real issue experienced by leaders and managers. Then you can explain the benefits of your solution:

My executive coaching services help leaders improve their communication skills and enhance productivity.

Executive coaching gets to the heart of the matter, addressing behaviors that do not work and offering new ways to interact effectively.

When we work with leaders, we help them tap into their strengths, leveraging their relationships, and communicate authentically and powerfully.

And that translates to a more productive, profitable company.

Notice that none of this copy talks about your process (that's boring), but addresses the results the leader can expect if they get executive coaching.

So, do not be boring. Take a page from our Sasquatch mom and talk about what your clients care about: value, benefits, and results.

You can see it here .

Cheers, Robert M

Networking Blues: I Am Not Tech Savvy

Using technology to network can make you more effective in building, building and fostering relationships. It can be a method of being more responsive and available for business and improve your communication. Although the benefits are very clear, individuals sometimes face obstacles with technology. These obstacles can be overcome with the right knowledge and strategies.

Listed below are ways that individuals can leverage resources to excel in networking.

Join A Club

If you are having difficulties using technology, it is recommended to join a club or organization. Connecting with colleagues in your field or community gives you access to resources and information. Select diverse, formal groups which meet on a regular basis. This allows you an opportunity to connect and develop relationships for the long term. Also, reach out to the director or associates of the group to gain advice and direction for your initiatives.

Surf The Web

If you are not able to attend events on a regular basis, consider online groups and communities. You can select groups based on your profession, industry, interests, location etc. Take the time to read the profile of these groups and their discussion boards. Learn about their mission and how they connect with members. Definitely reach out to the administrator and seek advice for your endeavors.

Word of Mouth

Another good idea is to reach out to individuals in your current networks. Whether they are co-workers, colleges, friends, family etc. Ask a few questions on how you can overcome common obstacles and dilemmas within technology. Share relevant information to obtain the best advice. Also, make sure to follow up and share any progress or setbacks experienced.

Use these helpful tips to be tech savvy in your network process. Focus on building relationships and connecting with the right people to achieve good success.

How To Kill The “Nice Guy,” In Your Writing

Howdy Everyone!

I've made this dreaded mistake in my writing for a long time.

But here's the kicker.

I did not even realize I was making this mistake until I was told that my writing was coming off creepy and manipulative … like a nice guy.


Not something no one wants to hear, especially copywriters and content driven businesses.

Which brings me to my point.

This is a mistake that many content driven businesses, email driven businesses and copywriters make and do not even realize it.

The dreaded nice guy mistake.

Let's get to it …

Writing in a passive voice.

Think about this about the “Nice Guy,”

When you're being “nice,” to someone your not being yourself. Your being a versatile little weasel because you want something from the other person. And those on the receiving end of your kind gestures notice it, feel it and dread it.

When you're that “nice guy,” you finish last.

And guess what? Your readers can see that “nice guy,” in your writing. And that type of writing is called writing in a passive voice.

But that's not all …

Writing in a passive voice also cause problems like …

… turning your writing into a mosh pit of clutter.

Your ideas become lost, you do not speak in a direct voice, and you lose all your power in your writing making your call to action weak.

So how can you fix this, “passive voice.” problem?

First …

What is a “Passive Voice?”

In a passive voice sentence the subject is acted on the verb. You never want to write in a passive voice. All of your content, emails and copy have to be in a direct voice.

What is a “Direct Voice?” (Also known as Active)

Direct voice is when the subject does the action of the verb.

And this is where you want your writing to be at.

Look at these examples and guess which one is active and which one is passive.

… Demetrio ate all six shrimp at dinner.

… All the six shrimp were eaten by Demetrio .

Can you guess which one is passive and which one is active?

The top sentence is the active and the second sentence is the passive.

Here's some more examples …

… Click on the link Right Now to get your Deep Rapid Cleansing Skin Formula and say goodbye to Acne FOREVER.

… If you want to buy the Deep Rapid Cleansing Skin Formula to treat your Acne then click on the link.

Do you see the difference? Do you see how having a passive voice in your writing can make you sound like a synthetic sociopath and kill your response, content and sales letter?

But that's not all …

… You can not forget about the specifics about what ever it is your writing about (or telling) You have to clear, and specific because your message gets lost.

Here's an example for Hillary Clinton when she accepted the presidential nomination ..

First lady Michelle Obama reminded us that our children are watching, and the president we elect is going to be their president, too.

And for those of you out there who are just getting to know Tim Kaine – you're soon going to understand why the people of Virginia keep promoting him: from City Council and mayor, to Governor, and now Senator.

He'll make the whole country proud as our Vice President.

And … I want to thank Bernie Sanders.

Bernie, your campaign inspired millions of Americans, particularly the young people who thread their hearts and souls into our primary.

You've put economic and social justice issues front and center, where they belong.

And to all of your supporters here and around the country:

I want you to know, I've heard you.

Your cause is our cause.

Our country needs your ideas, energy, and passion.

Now let's look at a excerpt from Trump.

When I see the crumbling roads and bridges, or the dilapidated airports, or the factories moving overseas to Mexico, or to other countries, I know these problems can all be fixed, but not by Hillary Clinton – only by me.

The fact is, we can come back bigger and better and stronger than ever before – Jobs, jobs, jobs!

Everywhere I look, I see the possibilities of what our country could be. But we can not solve any of these problems by relying on the politicians who created them.

We will never be able to fix a rigged system by counting on the same people who rigged it in the first place.

The insiders wrote the rules of the game to keep themselves in power and in the money.

Do you see the difference?

When you read Trump's speech he goes into specific details about what he going to do and why he is running for president. Clinton's speech is more vague and muddled. Because of her lack of clarity in her messaging her platform was confusing as hell.

How Do I Fix My Passive Problem?

To fix this problem is to be more specific and detailed when you write copy or when you write your emails. Be clear about your message. If you have a editor use him! Give him your copy, content or email and have him mark out the passive sentences.

Use Microsoft Word. When you use spell check the program also looks for any passive sentences.

Second became aware that you're writing in a passive voice. Learn to recognize passive sentences in everything you read. You'll start to notice that the world is full of people writing and speaking in a passive voice (even the mainstream media!)

When you become aware of the passive writing you'll always know when the passive sentences in your writing.

Another thing you can do is recognize the subject in all of your sentences. Re-write the sentence and make the subject do the action of the verb.

Always keep your audience in mind when you write. Remember you write to them and not to yourself.

Till Then, Stay hungry

Demetrio R.

Marketing With Logic and Emotion

A couple days ago our refrigerator conked out.

A repairman showed up today to take a look. The verdict? We'd need a new freezer coil. The cost was close to $ 1,000 and would take almost a week to get the parts.

A new refrigerator was about $ 2K. And that's the option I chose. It will arrive tomorrow.

Logically, I could have saved more than $ 1K if I'd chosen to get it fixed.

But emotionally, I did not want to be without a fridge for a week, perhaps longer. The discomfort of that was worth avoiding even if it meant paying $ 1,000 more.

All buying decisions are emotional, not logical.

When a client decides to work with you, they may justify it logically, but quite often, they chose to get your help because of how they feel about you and their situation.

They will choose the option that feels the best to them.

In most cases, people buy your professional services because something is not working for them.

And that decision is always emotional.

And they also want things to work better for them or their companies.

And that decision is emotional as well.

Since marketing is 100% communication, your first job is to remind your prospective clients of the problems, issues and challenges that they are experiencing.

And your second job is to inform them how much better things will be after you help them by using your professional services.

Neverheless, this emotional content needs to be presented in a logical, understandable way.

That's why the third law of attracting clients says you must balance logic and emotion in your marketing.

This is the art of marketing.

Learning how to communicate this way can be tricky, but I like to break it down into these 6 logical steps:

1. Write a list of all the problems, issues and challenges your prospective clients are facing.

2. Write a list of how things could be if their problems, issues and challenges were resolved (the mirror image of # 1).

3. Prove to them that you have the experience and know-how to help them achieve # 2.

4. Write a list of all the other benefits and advantage they'll gain if they hire you to help them.

5. Explain what you'll actually do and what it will look like (but not in too much detail).

6. Let them know what they need to do to get started with you (including your fee).

Now, of course, this can be written or stolen in an infinite number of ways, but these steps are the building blocks of marketing communication that turns prospective clients into paying clients.

Cheers, Robert

Networking False Start

Networking is an art and has many “unwritten rules”. In order to gain the most out of your networking, its is critical to start on the right foot. Similar to sports, a false start can not only slow down the game but cost penalties and affect the points in the game. It is important to focus on the right ways to network to gain the best advantage.

Listed below are ways in which savvy networkers can establish a strong foundation for proper business and social dealings.

Warm Up

Do your due diligence and properly prepare for networking events and encounters. Visit the company or association website and familiarize yourself with their mission, goals and membership offerings. If you are attending an event, make sure to rsvp, arrive early and connect with the organizers. At the event, be proactive and socialize with new people and explore the culture and nature of the association.

Before The Sound Off

Just like in sports, before the gunshot or another sound goes off, make sure you positioned correctly. In regards to a networking standpoint, this means that you are accessible for business, can be easily contacted and have the capabilities to do business. These aspects support your credibility, brand and professional presence.

Game Strategy

Do not leave your networking to chance. Once you have made good connections follow up and have a strategy in place. Be intentional about building relationships, adding value and communicating your networking goals. Fostering an atmosphere for sharing resources, introductions and expanding networks are also essential.

Use these tips to create a dynamic networking start. Connect and make yourself available to do business and expand your network for success.

20 Ways to Increase Sales With Direct Mail Letters

1. Adapt letter-headed paper

If you're using company letterhead for direct mail then adapt it to your requirements. The company name and selling benefit should stand out. If you want people to email you, then the email address should stand out. If you want them to phone, then make the phone number prominent. Use the footer as a place to increase sales by drawing attention to a trade association or quality control mark. Make legal information as small as possible.

2. Postal replies

Do you want potential customers to reply by post? Include a pre-paid envelope.

3. Long letters

Do not be afraid to write long letters (over a page). Nobody will buy something without enough information to make a decision. Keep selling until you have run out of sales points. Every word should be relevant – no rambling.

4. Be friendly

Address your letter to a known person if at all possible because it shows that you care who they are. Second best is to address them by their job or interest, eg. 'Dear Dog Owner'. The worst salutation is 'Dear Sir / Madam'.

Sign off in a friendly way. Instead of a secretary signing the letter on your behalf, sign it yourself. Include your Christian name and a friendly title. 'Customer Services Manager' says that your company cares about its customers.

5. Powerful headlines

At the top of the letter write a headline that communicates the product's main benefit. It gives the potential customer a reason to read on. Keep it clear and simple – think communication not clever word play.

6. Powerful openings

Grab your reader's attention. Study magazine articles and newspapers. How do they it? What works? Use your research. Here is a list of letter openings to get you started:

7. Subheadings

Subheadings make letters digestible. Each subheading should sell the product.

8. Ask for what you want

Do not beat about the bush. If you want your reader to buy your soaps then tell them so. If you want them to take out a subscription, ask them to sign up (and make it super easy). Ask straight away – do not leave it until the middle of the letter.

9. Talk benefits

Know the difference between features and benefits. Instead of saying 'the X65 lawnmower has a bar of sixty rotating blades' say 'the X65 lawnmower develops a healthy lawn within weeks'. Decide which is the most important benefit and put that first. All the other benefits follow.

10. Make it personal

Address the reader as if you were sitting next to them. Make it about them and not you. Every time you write 'we' try and change it to 'you'.

11. Emphasize important points

Emphasize important words by using bold or underline, but do not overdo it or the power is lost. Indent to emphasize key paragraphs.

12. Make sure the letter flows

Guide the reader gently from one point to another. Sentences should be linked ('what's more …', 'but …) and ideas should be set out in logical order.

13. Entice the reader to act

Your letter must end with a 'call to action'. Now you've (hopefully!) Sold the reader make it easy for them to act. Do not make it complicated by providing lots of alternatives which involve decisions. Give an incentive too: 'reply by 20th August and you will receive a free watch'.

14. Provide reassurance

Make sure the reader knows they can not lose. For instance, say you will not take payment until the product has been dispatched or that they will not be charged for 60 days.

15. Use a PS

When you receive a letter do your eyes go straight to the PS? So do your reader's. There should be a new 'just remembered' benefit here to seal the sale.

16. Make it a parcel

You do not have to send a letter on its own. A creative package is likely to generate a higher response rate. You could include a sample of your product or a promotional item which will be a constant reminder of your company eg. a drink coaster or a pen.

17. Include a reply device

Pre-paid postcards with tick boxes make life easy for potential customers. If you can print their name and address for them, all the better. Reassure people that a salesman will not call and that they are under no obligation to buy.

18. Include an endorsement

Comments from satisfied customers go a long way as do market research statistics: '85% of our customers have used us for over 2 years'. Always be truthful. Never be tempted to lie – to do so cheats your customers and undermines your reputation.

19. Involve the reader

Ask rhetorical questions: 'What would you do if …? Write questions that potential customers might ask and answer them: 'How much will it cost?' Provide an example of a company or individual who reaped the benefits of your product: 'When James & Son bought our product they halved their production costs in a week'.

20. Overcome objections

Make a list of all the possible reasons your customer might have not to buy. Decide how you would answer these objections and put them in your letter. For example: 'I can not afford it now' could be solved with an easy payment plan. If you think people will want to compare deals with other providers then provide a comparison chart.

Nine Ways to Make Your Business Visible

My Fourth Law of Attracting Clients states that you must be visible.

Imagine that you woke up one morning and discovered you were completely invisible. And nobody could hear you either. If you sent an email, nobody would even see it.

Not such a great circumstance if you wanted to attract clients to your business!

But as absurd as this situation may seem, it's pretty close to reality for many independent professionals. They are rarely seen or not noticed by their prospective clients.

If your business is not growing and you need to attract more clients, the very first thing you need to do is gain more visibility.

In my business, my efforts to become visible followed this progress: networking – speaking – keep-in-touch marketing – publishing.

I joined my local Chamber of Commerce, professional groups, and networking clubs and I started to meet a lot of new people, many prospective clients.

Then I contacted organizations and started to give talks on marketing for professionals. I met even more people and added them to my mailing list.

I then mailed a newsletter every other month to those on this list, and I sent postcard mailings inviting people to various introductory marketing events.

In 1997, I transitioned to an email list that reached 50,000 people at its peak. These people received this eZine once a week and I also promoted various

products and services to those on the list. Twenty years later the eZine still goes out weekly.

Finally, I published my InfoGuru Marketing Manual that developed more credibility and led to more clients and participants in my marketing groups.

I may be a lot of things, but one is not being invisible!

The hard truth you have to face is that very few people wake up in the morning with your name on their lips. You can not remain reliably invisible and expect your business to grow magically.

You need to remedy this with a “Visibility Plan.” Here are nine ways to do it:

1. Start slow, with patience. You can not get in front of 50,000 people overnight. Get clear on who your ideal clients are and where you can connect with them.

2. Focus on as many in-person meetings as possible through professional organizations. Really get to know people and their needs.

3. Reach out to make connections with those you've met who could be possible clients or refer you to clients. Real connections are more powerful than virtual connections.

4. With permission, add people to your e-list and send some valuable information at least monthly. This kind of keep-in-touch marketing is essential to stay visible.

5. Set up your website to get opt-ins in return for a report or article. Make it a practice to give away lots of value and demonstrate your expertise.

6. Establish a presence on social media such as Facebook and Linked In. But do not make this your primary visibility method, as it can be hard to stand out in this crowded arena.

7. Submit articles to online publications that your ideal clients visit and read. This is a great way to build credibility to a very targeted audience.

8. Seek out opportunities to give presentations – everything from speaking at professional groups to giving a TED talk. Nothing is more powerful than highlighting your expertise on stage.

9. Publish a book or e-book that establishes your expertise. A book is a powerful door-opener that provides a platform for the services and programs you offer.

I've done all of these things to one degree or another and I've also helped my clients do them as well, with great success.

These are all opportunities to communicate the value of your business and build credibility and trust over the long haul.

Remember, nobody is going to do business with someone who is invisible!

Cheers, Robert

Wondering How To Make Money With Affiliate Marketing?
Discover MY B.F.F Formula to make $10K Per Month As An Affiliate, Sign Up My 14 Days Affiliate Bootcamp FREE Today!