Kick Ass Marketing Mentoring

Don’t Ask for a Handout, Ask About the Process

admin — Wed, 01 Sep 2010 01:27:13 +0000

Whew, summer is almost over, and not a moment too soon for us here in Arizona!

Michele is still cavorting with her wonderful kids in Europe. Look for pictures of gelato, and stories of illicit encounters with Javier Bardem soon (wait, maybe that was MY fantasy trip to Spain!)

We are working on a really cool new offering for the Fall. Stay tuned in the next couple of days for more information.

For now, here is one of my favorite marketing tips:

I will never forget a casual conversation I had about five years ago with my coach mentor Martha Beck.

She was describing a very awkward moment at a cocktail party where an author cornered her, put a book in her hand and asked “Could you give this to Oprah?”

“She asked the wrong question,” said Martha. “Instead of asking me to give her book to Oprah (which would never happen), she should have asked me ‘What is the process to prepare yourself to be a guest on Oprah?‘”

This struck me right between the eyes.

Instead of relying on the kindness of a connected person to make an introduction for you (which can feel awkward for both of you), learn as much as you can about the steps involved in your major marketing or business goals. Ask things like:

What are the steps involved in becoming a professional, paid public speaker?
What are the steps involved in creating a thriving online product line?
What are the steps involved in creating a successful retreat?
What are the steps involved in landing a book deal?
What are the steps involved in being a trusted source for journalists?
What are the steps involved in landing your own talk show?
What are the steps involved in meeting Javier Bardem when Penelope Cruz is out of town?
Oops — just wanted to make sure you were still reading.

By learning about the process, instead of just asking someone to make something happen for you, you will feel more in control, and will be more likely to succeed.

There are no “right” answers to any of the above questions — just ask a bunch of people who have done it successfully what they recommend, and you will soon form your own theory, and plan of attack.

Marketing During the Dog Days of Summer

admin — Wed, 18 Aug 2010 16:13:11 +0000

We don’t know about you, but August truly is the Dog Days of summer in Washington, DC and Phoenix, AZ. All we want to do is lay somewhere cool, tongue hanging out, panting slightly.

But even though many of your clients and potential clients may be taking time off, your marketing can’t wait. To keep your momentum going through these dog days, consider:

- creating a series of emails that you can load for distribution at a set date in the future – both AWeber and Constant Contact allow you to select a time for publishing. Space out your messages and create the sense that you are still active (even if you are at the beach).

- continue posting on Facebook and Twitter. Engage with your people around interesting articles or connections to cool sites and posts.

- use social occasions to continue to “talk up” your coaching practice. People are often more relaxed at this time of year and might be more interested in listening to what you have to say.

- Read, read, read. Choose coaching-related books or fiction or blog posts or whatever. Everything you read is of value to your clients and fodder for future writing of your own. Plus, staying current on your reading gives you something to talk about when you meet a prospective client. And nearly everyone is a prospective client!

- Plan. Use any downtime to make a strong plan for the fall, and begin to think about what you want for 2011. A handy, free tool is Michele’s Personal Planning Tool, or check out Pam’s Escape From Cubicle Nation book for great exercises.

Make the most of the dog days – and you won’t miss a step come the welcome fall.

Claim Your Support

admin — Mon, 09 Aug 2010 22:54:39 +0000

We’ve been giving you marketing tips for some time now – we’ve shared what we know works and hope you’ve used them to create a dynamic, productive coaching practice of your own.

But sometimes the best tip of all is pretty obvious.

If you are overwhelmed with the idea of marketing…if your practice isn’t where you want it to be…if you just don’t really know how to get started… now may be the time to join our Kick Ass Mentoring program, currently enrolling for the September 13th start.

We’re not people who do the hard sales pitch, so here’s our soft pitch – we have faith in this program and know what it’s been able to create for those who’ve participated in 2009 and 2010. Here’s one example:

“I invested in Pam & Michele’s mentoring program with one specific goal in mind… to become a consistent blogger who had found her marketing “voice” by the end of the program. What I’m getting is a whole lot more. Within a couple of weeks, one “hot seat” session and some fabulous coaching, I began writing more consistently. In another session, product ideas that had been swirling in my head were visually organized into a clear client purchase path. More enlightening than nudging action steps, though, they have helped me shift my mind set around being an effective coach. As Michele says, there is a big difference between “becoming a coach” and “being a coach.” What Pam and Michele’s Kick Ass Mentoring has done for me, quite simply, is to help shift my “becoming a coach” thinking to be in alignment with my “being a coach” actions. From this place of alignment, marketing is no longer a “forced” or unnatural feeling action. I can feel the “voice” of my personal brand emerging, coupled with a natural marketing plan to make some serious stuff happen. Thanks Pam & Michele! I am grateful.”

-Jennifer Voss, www.litethoughts.com

Please join us for Kick Ass Mentoring. We’ve got a space for you. Claim it. You won’t regret it.

What I like about Michele’s Marketing Edition

admin — Thu, 05 Aug 2010 01:44:44 +0000

This is Pam, back from a lovely vacation in Northern California with my family. Hence the Wednesday Monday Marketing Tip.

Last week, Michele shared with you her perspective on my marketing approach. Today I am delighted to share you my perspective on hers, and why it is so effective.

Michele is a supreme connector. It is impossible to have a conversation with her without her thinking of a good person (or article, or resource) who could help.

When Michele started her career as a coach, she was transitioning from a successful career which included politics, lobbying, start-ups and corporate marketing. She used the contacts she had made, and nurtured, along the way to build her coaching practice.

Because she had always been a trusted resource and advocate for her network, people were delighted to send work her way.

And the way she communicated to her network was classic Michele — clear, direct and positive. She enthusiastically asked for referrals to her ideal clients, and she got them.

Her network, and openness to new opportunities continue to build her practice and bring amazing opportunities. Just last week, she accepted the position as Executive Director of the bi-partisan Ronald Reagan Centennial Commission. Michele used to work for President Reagan, and was the only person asked to take on this 12-month assignment. She will be leading a team of Senators and Congressmen, and will surely put all her tremendous strengths to work. I am exceptionally proud of her.

Because this is a part-time assignment, she will continue to coach and teach. I cannot wait to see how she uses this opportunity to the benefit of her clients.

If you are starting your coaching practice from an established career in another field, take Michele’s lead, and leverage your network!

Why Pam’s Marketing Works

admin — Mon, 26 Jul 2010 23:17:27 +0000

Michele had an idea last week to have each of us notice what makes the other’s marketing effective. Today’s tip is written by Michele – Pam will write about Michele next week!

Pam and I teach that marketing is “everything you do to get your phone to ring and your email to ding.”

When I think about Pam’s marketing approach, the first word that comes to mind is “service”. As in, “how can I serve?” In each and every marketing vehicle she chooses to use – blogging, talking with a journalist, social media, program promotion, speaking, teaching – Pam comes at it from a totally other-oriented, serving stance.

This makes her messaging relevant to her audience and completely non-smarmy.

Which makes her brand relevant and completely non-smarmy.

When people hire Pam for coaching, or to speak to their group, or for teaching, they know Pam will bring a genuine desire to bring clarity, shape vision, forge solutions, make a difference.

How do they know this? Because that’s her consistent marketing message. It’s her permeating promise.

How consistent is your message? How can you serve? What’s your promise?

And if you’re stuck, just ask, “What would Pam do?” Then, go ahead and do that.

Non-attachment Marketing

admin — Tue, 20 Jul 2010 02:00:04 +0000

I (as in Pam) was teaching a marketing class to a nice group of coaches last week when we stumbled into the concept of “non-attachment marketing.”

It came when I was addressing questions about how not to come across as disingenuous and awkward, clingy or pushy when talking to your market about your programs and services.

Here is what I said:

The paradox of marketing is that you do and should have a great desire to see your programs or products selling like hotcakes. You believe in what you are offering, and know they will solve the problems faced by your ideal clients.

At the same time, the way to have a strong, clear and productive conversation with potential clients is not PUSHING them to buy from you. You are not there to convince, cajole, trick or pressure a sale. You are there to see if you are a right fit for each other, and if you are not, to get them the right resource to solve their problem. In other words, you are not attached to the outcome of the conversation. A win would be buying from you. And a win would be buying from someone else who is a better fit for their needs.

Ready for the dating metaphor?

You would adore being in a loving and supportive relationship. You see the vision of a wonderful man or woman in your life not to complete you (sorry Jerry Maguire), but to bring out the best in you.

The best way to find this person? Spend each new date with zero attachment to the outcome. Get to know your date. Enjoy the conversation. Or realize it is awkward. Trust your gut. Don’t race ahead and wonder how s/he would look in wedding attire, or if s/he would like your parents. Don’t push hard in the first 15 minutes to make sure they sign up for a second date.

As the Brazilians say, “Melhor sozinho que mal acompanhado” – otherwise known as “Better alone than with the wrong person.”

Quiet, clear, non-pushy confidence is the most powerful magnet in the world.

Are you a big stike or incremental process person?

admin — Tue, 29 Jun 2010 23:12:24 +0000

Seems to me like there are two kinds of people: Big Strike People, and Incremental Progress People.

Or, Hare People and Tortoise People.

Recently, I was talking with Someone Who Shall Remain Nameless, who said, “I envision several $100,000 deals a year.” And I thought, “Good luck with that” because it’s harder to land $100,000 deals than it is to land $1000 deals.

I’m going somewhere with this.

Last week, I had 4 $1000 days. OK, you say. Big deal.

There are roughly 22 working days in a month. Let’s say you made $1000 each day. That means you’d make $22,000. Times 12 and you’ve got an annual income of $264,000. Schweet, no?

Let’s say you’re after the $100K deals. From experience, I can tell you that these can take months – MONTHS – to land. Meanwhile, $1000 days are ticking by.

I am content with 15 $1000 days a month. Fifteen. That means I earn $180,000/yr. That also means I have seven other days a month to create, fool around, garden, loaf. Not counting weekends.

When my children learned to read, they learned by chunking up the words and pronouncing the chunks.

What I’m suggesting is that you chunk up your income goals – how much do you need to make a month? How many $500 days does that mean? How many $250 days?

Finally, consider the findings of The Millionaire Next Door. How did the majority of millionaires get that way? Not by looking for The Big Strike. Not by being the Hare. But by being the Tortoise – in Seth Godin’s term – shipping, every single day.

So, given this train of thought, what are your goals? How can you achieve them? What does your pricing need to be to get you there? Where does your head need to be?

Hmmm?

Action Doesn’t Equal Progress

admin — Mon, 21 Jun 2010 20:07:50 +0000

How do you know when the actions you’re taking are really paying off?

Should be an easy question – but once you really think about it, it gets a little harder.

The five hours you spent on Facebook yesterday…

The three hours on Twitter…

The two hours talking with your coach-friend…

Sounds like a really full day.

But, as Seth Godin might say: “Did you ship?”

Because action does not always equal progress.

Sometimes action is more about side-to-side movement, or creating a dust storm (a la Charlie Brown’s friend Pigpen) than actually doing anything.

If you’re not mindful of message and brand while on social media or while networking, it’s purpose-less action that doesn’t get you anywhere.

Sure, there’s such a thing as relationship building, which is an important marketing tactic – but if your business is not growing, take a hard look at the actions you’re taking and ask yourself: “Am I making progress? Am I shipping?”

And if not, start today.

***

If you want more on marketing, watch Michele’s recent presentation on 5 Ways to Reduce Marketing Overwhelm, on Slideshare: http://www.slideshare.net/ MicheleWoodward/5-ways-to- reduce-marketing-overwhelm

Create a Regular Free Coaching Call

admin — Mon, 14 Jun 2010 17:40:56 +0000

One of the things that may hold some people back from working with you is that they are not sure your coaching style would be a fit for them.

Your website copy may sing, but how are they to know that your coaching will be as compelling?

The solution is to have a standing free coaching call every month to let people get to know what your coaching style is like.

There are two ways to do this:

1) Have an open-ended, any-question-is-good format, like Pam does with her Escape from Cubicle Nation calls (sample here)
2) Have a topical call like Michele does each month, using topics that you know would be relevant for your audience.

We recommend choosing a regular time, for example the first Tuesday of the month, so that people get used to the event. Here is how you do it:

1) Select your call date and time
2) Draft up a super simple web page that explains what is on the call
3) Set up a specific mailing list for this class (we recommend either AWeber or Constant Contact for your mailing list needs)
4) Mention this call in your next newsletter, and in every one thereafter
5) Tweet about your calls the day before, and the day of the call
6) Mention the call on Facebook
7) Mention it on the confirm message when people sign up for your ezine
Tell everyone about it when you speak live at an event
9) Hold the call, and record it
10) Share the recording with your list

Pam and Michele do things a little differently. Pam only shares the recording with people signed up for the call. Michele shares the recording with everyone by posting it on Facebook and Twitter.

Either way works. The important thing is to give people a taste of your great coaching skills.

If you don’t get a lot of people signing up at first, that is OK! Pam has coached one person for an hour on the free calls, and people listening to it afterward said it was really valuable.

We look forward to your questions about free calls!

And as a special gift to you, we wanted to share an hour-long recording we did about seven things you can do to get your coaching practice growing.

Download it here.

P.S. We are just about to launch the Fall sessions of KickAss Mentoring and Career Invention Certification. We will give you guys first crack at registration. Look for a special email this week with details. Whoopie!

Do a Workshop at Your Local Library

admin — Mon, 07 Jun 2010 15:35:37 +0000

One of the hardest parts of moving from one-on-one coaching to group coaching is getting your first group!

Every established coach will tell you stories of crickets chirping for at least a few of their early group coaching programs.

So here is a way to get some experience with groups under your belt: offer a small class to your local library.

Libraries are filled with people who love to learn. And librarians who love to help.

Choose a topic that would be really relevant for your local community.

Our friend Laurie Foley, an online presence coach, offered a wonderful introductory class on blogging at her local library, then offered follow up information on her blog to participants (check it out here). She said the reception was really enthusiastic.

You may get paying clients from your library workshops or you may not. The important thing is to learn how it feels to work with a group of people instead of individuals. As you watch them get value from your information and tools, your confidence will increase. You can also get testimonials from the participants.

And next time you offer a paying class, you can feed off that energy.

Besides, isn’t it an instant bonus karma point to support your local library? Who doesn’t need instant bonus karma points?