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1 Seven Steps to Fearless Marketing The Keys to Attracting more Clients with Less Struggle and Effort By Robert Middleton Action Plan Marketing 1 Make sure to listen to this audio: as you go through this handout, to get maximum value. What prevents most Independent Professionals from getting great marketing results? My observation, from working with consultants, coaches, trainers, designers, writers and other professionals for over 22 years, is that fear is the number one issue. These fears undermine their marketing efforts: rejection, fear of doing it wrong, fear of looking bad, fear of being thought of as a salesperson, and more. Its not unusual that professionals spend more energy avoiding marketing than actually doing it! Instead of networking, writing, speaking and following-up on prospects, it s common to make excuses, have difficulty finding the time, and leaving marketing plans incomplete due to perfectionism or uncertainly over whether they will work or not. On the other side of fearful marketing is Fearless Marketing. Fearless marketing is characterized by confidence, creativity and a bias for action. Fearless marketers aren t worried about rejection or getting things perfect. Instead, they are so committed to making a difference through their services that they explore every way possible to get the word out to prospective clients. Fearless Marketers attract more clients, make more money and have more fun in their business. After all, when you re not focused on fear, you have a lot more energy and time to focus on what will work. Fearless marketers understand themselves and they understand how marketing works. But what does it take to become a Fearless Marketer? In the process of working with hundreds of Independent Professionals for so many years, I discovered that understanding and applying certain marketing principles were essential to becoming a Fearless Marketer. And I m not talking about dumb fearless where you jump blindly into marketing yourself. I m talking about smart fearless where you re armed with a strategy that will actually produce results. In this teleclass you ll get an overview of the principles you need to master to become a Smart and Fearless Marketer. Let s look at the seven Fearless Marketing Principles.
2 The Seven Steps to Fearless Marketing 2 1. Marketing Stance - Why your mindset about marketing is sabotaging your efforts to market yourself and what you can do to develop a new stance. 2. Marketing Ball - How marketing is a game where you need to know the rules before you can expect to win. You ll learn the fundamentals of Marketing Ball. 3. Marketing Language - Before you start marketing, you need to know the language of marketing. What language gets attention and interest? 4. Marketing Message - And then you need to develop your own unique marketing message that powerfully communicates why your services are valuable. 5. Marketing Currency Then, to get beyond attention and interest, you need to manufacture marketing currency that buys credibility, trust and confidence. 6. Marketing Tactics - You not only have to implement various marketing tactics, you need to know exactly when and where to apply them in the marketing ball game. 7. Marketing Action Plans - Finally, you must develop specific marketing action plans for each tactic that converts prospects into clients. Understanding and Applying the Principles If you study these marketing principles, you ll understand more about how marketing works than 95% of Independent Professionals out there. If you actually apply these principles to marketing your business, you ll start becoming a Fearless Marketer and getting results that will often surprise you. Typical results of applying these principles include: More confidence and can-do attitude towards marketing More clarity about what marketing activities to do and how to do them More attention and interest in your services More response to any marketing activity you use More appointments with qualified prospects More closed business with more of the right clients In this TeleClass we ll cover four of these in some detail. We ll talk about your Marketing Stance, Marketing Ball, Marketing Language and Marketing Message.
3 Step 1 Marketing Stance Your Marketing Mindset 3 Marketing starts with how we think about marketing ourselves. And a great many Independent Professionals have mindsets about marketing that are hindering their marketing efforts much more than helping them. A marketing mindset, or what I like to call a Marketing Stance is where we come from about marketing. It s what we think about. It s our attitudes, thoughts, beliefs, expectations, fears, fixed positions, assumptions, and limitations. You could say that our marketing stance is the water that we swim in. It affects us profoundly, but we don t see it because it s so close to us. What we focus on, what we believe, what we think and what we assume, shape our actions. And if these beliefs, thoughts and assumptions are negative, we see marketing as something bad, something to be avoided. Here are a few of the beliefs, thoughts and assumptions I ve heard from Independent Professionals over the years. Do any of them sound familiar to you? Do you operate from any of these as if they were the gospel truth? Marketing leads to rejection It probably won t work anyway, so why bother? If I ask for referrals it will sound like I m begging People won t be interested in what I offer Marketing doesn t work for this kind of service Marketing just puts people off I don t have the time to market myself Marketing is a complete waste of time and resources Marketing is hard and it s expensive Only people with sub-standard services need marketing Marketing people are charlatans or snake oil salesmen I can t start until I know exactly what to do I m not qualified (educated, experienced, etc.) enough yet Marketing is a bother and an interruption to people No one will read my writing I m a lousy writer Add yours here:
4 Is it Really True? 4 The big question to ask about all these beliefs, thoughts and assumptions are the following: Are they really true? Or are they just ideas you ve bought into and taken on as an inflexible marketing stance? What if they weren t true but you were operating as if they were? Wouldn t that be operating as if there was a big snake on the floor of your office, when it was really only a coil of thick rope? The way to change your marketing stance is to first tell the truth about your current stance. The following four questions and turnaround, developed by Byron Katie ( ) are the most effective way to do this, in my experience. 1. Is this thought true? 2. Can you absolutely know it s true? 3. How do you react when you think that thought? 4. Who would you be without that thought? 5. Now turn the thought around to its opposite. 6. What s a new stance that would be more true and more empowering? Try it on one of your beliefs, thoughts or assumptions about marketing: Your thought: 1. Is this thought true? (Yes or No) 2. Can you absolutely know it s true? (Yes or No) 3. How do you react when you think that thought? (Actions, feelings, avoidance) 4. Who would you be without that thought? (What if it was impossible to think it?) 5. Now turn the thought around to its opposite. (Is the turnaround as true or truer?) 6. What is a new stance that would be more true and more empowering?
5 5 Step 2 Marketing Ball The Game of Marketing Marketing is a game. And every game has rules, structure, a beginning, middle and end, and a way to win. Playing the marketing game isn t just a set of random activities. It has purpose and direction. And remember, a game is fun to play! The purpose of this game is to turn strangers into prospects, buyers, and clients. Marketing Ball is a model to help you understand this game and play it effectively. (See the Marketing Ball Model next page.) Marketing Ball starts in the Locker Room. This is where you develop your marketing message that lets your prospect know who you work with, what problems and issues you address in your work, and the solutions and outcomes you deliver. Once you have your marketing message developed, you get to play and step up to Home Plate. Every prospect you have a connection with is a new chance at bat. When you make this connection, you have the opportunity to communicate your marketing message. If you do it well, you generate attention and interest. When someone is interested in your message, you re on First Base. They re not a buyer yet; they may not even be too enthusiastic about what you re offering, but at least you have their attention. At this point, a prospect is open (at least to some degree), to knowing more about your services. Once you re on First Base, you want to get to Second Base. You know you re on Second Base when the prospect is willing to explore working with you. This usually takes the form of a meeting of some kind (phone or in-person). And the way you get onto Second Base is by providing the right information. Now that you re on Second Base, your goal is to make it to Third Base. The journey from Second to Third is the sales process. And when you re on third, the prospect is ready to buy. They want to work with you. You re almost home. Just one more base before the client is actually secured. From Third Base, your aim is to get back to Home Plate and score a run (a new client). This step is a matter of agreeing to terms, signing a proposal or contract and getting your first payment. Sometimes this takes a long time and a lot of work. Often it happens immediately after you get to Third (depending on many factors such as the size of the contract, the kind of service you offer, etc.) Let s look at the Marketing Ball Model and see how it actually works in practice.
6 Marketing Ball Model The Game of Marketing 6
7 Step 3 Marketing Syntax The Language of Marketing 7 Marketing has a language. The purpose of this language is to get attention, generate interest, arouse desire, and stimulate action. But most of us don t understand this language or even realize that it exists. I call this language Marketing Syntax and this is how it works: It s simply a matter of putting your marketing communication in the right order. The correct syntax or order of ideas always gets better results than if they re in the wrong order. I.E, ART does not mean the same at RAT or TAR because of syntax. Here s the syntax that seems to work the best: Target Market Who are the ideal clients for your service? Problem What is your prospect s pain or predicament? Solution What result or outcome will solve the problem? Story (Proof) Stories or case studies of your successes. Credibility What qualifies you to do what you do? Process What do you actually offer and how does it work? Call-to-Action What do you want them to do next? Marketing Syntax can be used in any marketing communication. Verbal In person, by phone, presentation, teleclass, audio recording Written Letter, web site, brochure, article, advertisement By playing Marketing Ball and using Marketing Syntax, your marketing effectiveness will increase automatically. You will now have a simple structure and system for attracting more clients to your business. The first three parts of Marketing Syntax is your Marketing Message (Step 4). This is what gets you to First Base. It s the language that makes sense out of your offering; it interests prospects in what you have, and makes them want to know more.
8 Step 5 Marketing Information The Currency of Marketing 8 Marketing Information is the currency of marketing. Marketing Information is currency, because it s what people want more of once you have their attention and interest. If you give prospects the right information, at the right time, you buy their time, their trust, and their commitment. Marketing Information can be presented in the following formats: Web Site Content Articles and Reports Brochures and Flyers Surveys and Scorecards Newsletters and ezines Presentations and TeleClasses Audio and Video recordings Your job as a marketer is to conceive, design and develop all of this information. Then you ll use it as your marketing currency until your prospects are ready to explore doing business with you. Step 6 Marketing Tactics The How-To of Marketing Marketing Tactics are the marketing moves you make when you re playing Marketing Ball. The most important thing to know about marketing tactics, is not what tactic to use, but when to use it. The marketing tactic you use will depend on where your prospect is on the Marketing Ball Model. Here are the various stages that will determine the tactics you use: Stranger to Affiliation Joining organizations and renewing old affiliations. Affiliation to Attention Communicating your marketing message. Attention to Familiarity Getting people to know you and like you. Familiarity to Information Providing information about your services. Information to Experience Inviting people to presentations and events. Experience to Sales Process Follow-ups and setting appointments. As you see, each marketing tactic is designed to move you slowly around the bases, not to hit a home run. With a combination of tactics, you move prospects from strangers to clients.
9 Step 7 Marketing Action Plans The How-To of Marketing 9 If Marketing Tactics are the marketing moves you make when you re playing Marketing Ball, Marketing Action Plans are like detailed marketing recipes to make those tactics actually work. A marketing action plan consists of a number of steps that need to be followed in sequence. There is not set formula for every marketing action plan but a typical one might be constructed as follows: Purpose What is the primary objective of implementing this tactic? Indtended Results What else do you hope to accomplish? Marketing Message What messages will you use to get attention? Marketing currency What materials or information will you use? What is your basic game plan? What are the actual, detailed steps you ll take to implement this tactic? Resources What time, money and other resources will you need to make this tactic work? Timeline What will you do and by when? The Seven Steps to Fearless Marketing If you follow these seven steps, you ll be well on your way to becoming a fearless marketer. You ll have the stance, the game plan, the language, the message, the currency, the tactics and the action plan to make it all work. What steps will you take to be a fearless marketer? You re going to have more success and get there faster if you tap into the expertise and resources of those who have been there before you. Don t go it alone! It can be a long and arduous road with many pitfalls and disappointments. Take advantage of books, recordings, manuals, online programs and courses that will help you get there faster. Action Plan Marketing has some resources that can help you in your journey.
10 Marketing Resources, Products and Services 10 Since 1984, Robert Middleton, of Action Plan Marketing, has been helping Independent Professionals become better marketers of their services and attract more clients. The Action Plan Marketing web site is a resource with information, products and services that help Independent Professionals market themselves more successfully. Our marketing approach is based on the three principles above and many others. If you want to become a better marketer, struggle less with marketing, and increase your income, then visit the Action Plan Marketing web site today. Go to Or go to these specific page: The Fearless Marketing Program A six-week, seven-session program to help you put the seven steps into action. InfoGuru Marketing Manual Clearly outlines the most effective marketing principles and approaches for Independent Professionals. Web Site ToolKit Gives you a complete blueprint for developing the right content for your web site and guidelines on getting it designed and produced. Action Plan ToolKit. Provides a complete template for conceiving of, developing and implementing marketing action plans. Great companion to the InfoGuru Manual. Audio Programs Various in-depth explorations of various marketing approaches. Thanks for attending this TeleClass and good luck in your marketing! Robert Middleton Owner, Action Plan Marketing
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