Simple Marketing Secrets


by Burt Dubin on November 8, 2011

Simple Marketing Secrets

1. Don’t compete:  Create

The single most profound marketing action you can take is this:   Create magnificent audience experiences.   Unforgettable moments, one after the other.    How do you do it?   This way . . .

Don’t compete.  Create.  Earl Nightingale said it.  Then he did it.  Together with Lloyd Conant he created what was 50 years ago the educational cassette industry.  Today it’s the educational CD/DVD industry.

Recently Google did it:  Created and now is the leader of the internet search business.   Others, ordinary people like you and me did it in Social Networking.

I’m talkin’ bare-ass ordinary people doing extraordinary things.  Why not you.   Most of these ordinary people started with only a dream.  In the late 1970’s Steve Wozniak and Steve Jobs conceptualized a simple, intuitive computer. Most sunrise businesses are started this way.  Why not your speaking business . . .

2. Do you have unique expertise:

Do you have unique expertise now?  Package it.  Package it into experiential programs.  Learning experiences you can present from the head of a meeting room or a ballroom.  (And, if you’re great, a stadium!)

You may start in a concurrent session instead of the big room.  You may call it a seminar or a workshop or just a breakout session.

And include stories and humor.  The game has changed since I started.  Today, if you choose to rocket out of the ordinary into the Pantheon of great experts who speak you gotta include lots of stories and humor .  Now I recommend a minimum of one third of your content be stories and humor.

Some of today’s great speakers present two thirds humor and stories plus one third content.

3. Do you lack unique expertise:

Find a cutting edge 21st century topic in which you can do intensive research.  Buy all the books you can find on your future area of expertise.  Go to the Research Department of the largest public library you can get to.

Find all the journals, all the monthly and weekly periodicals addressing this.

Subscribe to all of them.  Leave no stone unturned.

Use Amazon, Google, the biggest university library you can get to, and your largest bookstore to get your hands on the latest books by futurists that in any way address aspects of your topic.   Invest in these books.

Identify and join all the professional and trade associations in your future specialty.

Attend their meetings and conferences.  Make yourself a sponge, an information vacuum cleaner.  Invest in every educational CD, DVD on your future topic.  Listen, watch, immerse yourself.  Make yourself a wisdom junkie, a strategy junkie.

Steep yourself in your niche orgiastically.  Immerse yourself in its lore.  Allow yourself to reach a perceptive point, an outlook, a height from which you attain an intuitive vision of what will be hot months and years from now.

Now synthesize your new understandings.  Bingo, you discover original findings.  Conceive and block out your first generic program.

4. Create a unique, magnetic title for this program:

Conceive exciting prose that invites your target market to be curious about what’s in it for them.  Strategize solid reasons why anyone should listen to you.  Brainstorm.  Let your intuition lead you to these seductive lures.

5. Do your homework:

OK . . . somehow a booking comes over your threshold.  What now?  Research your intended audience in depth.  Who are they?   Typical age, gender, titles, responsibilities, hopes, fears, threats, challenges, opportunities, desires.

Now translate your research, your original findings into a program that focuses on what your research means to these constituencies:  First to the client paying your fee.  Then to the decision-maker who does not want egg on his face for picking a misfit speaker.  Last, to the audience you are to address.  In the words of Peter Drucker, be a monomaniac with a vision.

With every aspect now ready for you to massage into place, create this learning experience.  This process yields a presentation that is fresh, special, fun, different and on target.

6. Create your visual aids:

“It’s the eye that buys.”  Surely you know people want eye candy as you speak.    Support every point you are to make with visuals on the big screen behind you.  Your visuals keep you on track while they satisfy those who yearn to see your points.

7. Assemble the elements of your program:

I can hear you now.  “Hey, this is work!”  Of course it is.  In addition to your scripting the ideas you are to share, there’s the visuals you are to create and the take home materials, the printed Learning Guide you are to create and your rehearsal of your program-to-be.

Then when the fruit of your hours and hours, not to mention coin of the realm, yields a presentation that proves to be a masterpiece, celebrate.

Take your significant other out for a top shelf white tablecloth dinner.

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