the two secrets to an effective business card

Here are my thoughts on getting a business card that works.

There are two things I think are vital for a business card.

First, have your personal photo on it, a current, awesome photo. People get so many cards and they really won’t remember who it is from, but if there is a photo of you, they can say, “Oh, yes, it is that person.” It helps more than you think.

 

Screen Shot 2012 09 17 at 3.44.27 PM e1347918352108 the two secrets to an effective business card

 

Second, use the back of the card (which is usually blank) not to set up an appointment, but to give them a pink spoon. Give them some free offer. Mine basically is like, “Hey, are you a conscientious entrepreneur who is struggling to get enough clients? Well, go to my Web site and there is a ton of free stuff.” At the bottom, there is a line with my website, MarketingForHippies.com/free. Use the card as a way to direct them to some pink spoons, nothing too heavy, and they can check you out at their own pace.

Can the pink spoon be a small discount of your service? It can, but I think that is less pink spoonish. Ideally, it is something online: audio, video, written, a quiz and/or e-mail series. It is something from which they can check you out from a distance without having to book anything. No risk for them and no effort for you. That’s ideal.

Screen Shot 2012 09 17 at 3.44.39 PM the two secrets to an effective business card

It depends on the vibe. You might have a great vibe and just decide to go for the next level. I don’t know; a small discount on a service, to me, does not give me a taste. It is not a pink spoon at that point. It is just a discount.

For more thoughts on designing pink spoons you can check out this.

For more brilliant thoughts on what to put on your business card (and networking in general) go read these thoughts from my colleague Bill Baren.

four secrets to have networking turn into clients

LuckyOliver 1696379 blog networking four secrets to have networking turn into clients(the following is a transcript excerpt from my six week Marketing 101 for Holistic Practitioners course. During the call, I am reading their comments in our private facebook group.).

I have some thoughts on networking including business cards and stuff.

For networking, you are basically going to events to connect with other folks who are in your industry or are hubs for you.

How do we do this?

First of all, I am more introverted than most people, I think. I can go to these events and I can do it and I can be a little exhausted afterwards depending on the event. There are a few things I want to suggest.

Networking Tip #1: First, go with somebody else; go with a friend. A friend will be able to talk you up in a way that you cannot talk up yourself. You can rave about your friend in ways which they cannot. If you go with each other, you can network for each other and it is a really fun way to do it.

Networking Tip #2: Network for Hubs. The second thing is one I got from Bill Baren, a brilliant guy. His thing was, “Don’t go networking for clients. Go networking for hubs.” I think this is one of the most brilliant thoughts I have ever heard on it. Don’t go networking for clients; go networking for hubs.

When you think about events, you are going to get strategic about networking. Do not go to the events where you will find a bunch of your clients. You want to be where there are people who are connected to lots of your clients and build connections with them.

Especially when we are talking about networking in person, you do not need to get anything from them. Just have a little bit of face time and build a personal connection. This does a ton in terms of the follow-up.

Just like with Phoenix Rudner, this realtor who focused on pet owners, when you think about all of those hubs, instead of thinking about just where the pet owners hang out, he could think, “Where do all these hubs hang out? Where do all these hubs get together in one place where I could just go to one event and meet a bunch of folks? It would be much easier.”

Networking Tip #3: Get their card. Third, do not just give your card to them, but get theirs, as well. I see this all the time with networking. People go to networking events and they run around giving out 100 business cards. It feels like they are accomplishing something, but I would say it is a false feeling of accomplishment. Of course, most of those people are going to get home and have no idea who gave them the 20 cards they got that night. They just throw them out because they cannot remember who the cards are from.

I just got a business card a while ago (pictured here – front and back). I want to suggest that business cards are not necessarily that useful. I do have some thoughts on how to use them and how to make them effective, but for years, for most of my career, I did not have a card. People would say, “Well, do you have a card?”

I would say, “No, do you have one?” and they would give me their card. I would make a note on it of something to send them: a pink spoon, a blog post, a video. It would be something useful for them that would start the relationship off with giving something generous.

Lorraine just introduced the new verb: ‘pink spooning’; nicely done. This is great.

I would get their card and I would leave the night with maybe ten cards. I want you to get that leaving with ten of their cards that you can follow up with is a lot more powerful than giving out 100 business cards. People do this. They go and they give out cards to everybody as if to say, “Hey, here’s my card. Could you throw this out for me?” That is what will happen.

Joseph has one on networking: “Do one-on-one networking. Have lunch and coffee with people you already know.” You are so ahead of the game. “Just make your intention clear. I would love to catch you up on what I have just decided to do with my business,” or, “I could really use some advice about such-and-such;” “I want to do some marketing and I want to talk to you about introducing me to your such-and-such.”

Yes, sometimes if I am going to meet with somebody, I will just say, “Hey, we should go for coffee. It seems that there might be a fit here of ways we could support each other. I’m not sure what it is, but let’s grab a quick, 30-minute coffee some time.”

Then you can have the one-on-one more intimate conversation which, I agree, is much better for introverts.

The thing is, if you go to an event where there are lots of people, if I think it is a significant hub or significant connection, and then I set up the one-on-one networking thing after that. You are already at events; you are already at parties or gatherings, probably. If you are going to do it, do it well.

Networking Tip #4: Get a business card that works. To find out how to do that, read this post here.

3 Keys to Getting Bigger Players to Promote You

My colleagues Jesse and Sharla have a lot of real world marketing advice for life coaches and holistic practitioners. You can get some free training from them if you click here.

If you follow my work, you know that I talk a lot about hubs. The idea that trying to reach people cold is suuuuper hard. So, it’s better to work through hubs. But there are a lot of ways to do it wrong. These are some great starting places.

 

3 Keys to Getting Bigger Players to Promote You
by Jesse Koren and Sharla Jacobs

 3 Keys to Getting Bigger Players to Promote YouCreating strategic alliances is one of the best strategies to use for reaching more people with less effort. When you combine your resources with a partner like this, the sum total is far greater than the sum of the parts, and your marketing efforts seem effortless in comparison to marketing to one client at a time. It’s like this: 1 + 1 = 11.

But what do you say? How do you approach them? How do you avoid saying the thing that would turn them off immediately (and make them think you’re an amateur)?

We know what it feels like to be ready and hungry to help people…and then to have the very person who can help you get the word out in a bigger way be right there in front of you.

If you’ve been to the Rejuvenate Your Practice 2-Day Intensive, then you’ve heard the story of how I (Sharla) signed up for a $15,000 mastermind program just to create a relationship with a woman who could introduce us to thousands of our ideal clients.

What you may not know is that I was a part of the program for ONE FULL YEAR before I had the guts to ask Ali Brown to promote for us! (Well, the truth is I was too nervous and lacked the confidence to ASK and it just so happened that Ali thought I had asked and reminded me about scheduling the teleseminar interview!)

That interview really kicked off our teleseminar career. We sold over $12,000 worth of product during that interview and got multiple invitations for more interviews, just from this one call.

So, we know what it’s like to not know what to say and not want to screw up the chance to get promoted by someone big in your industry. And we’ve seen so many coaches and holistic practitioners make some big mistakes when it comes to asking others to promote for them.

We want you to avoid these mistakes, which is why we are sharing these 3 keys with you for how to get bigger players to promote you.

Key #1: Show Up with your Best Energy

Have you ever been in a conversation with someone at a networking event and their energy was so low, you just wanted to run away? You don’t EVER want to be the person people feel repelled by, whether you’re in a conversation with a potential client or a potential strategic alliance.

Instead, you want to raise your energy and vibration to MATCH your potential strategic alliance.

As you’re about to head off to an event or about to pick up the phone to connect with a bigger player, ask yourself, “Do I like myself?” “Would I promote for myself?” If not, do whatever you need to do to change your energy state so that when you look in the mirror, you like the person who is gazing back at you.

You can:

  • Dance
  • Get a massage
  • Meditate
  • Visualize something that makes you feel great

We all have different parts of ourselves. Are you able to switch on your BEST self when you’re about to talk with a potential strategic alliance?

Key #2: Position Yourself

So you’ve turned on your best self, you’re feeling great and you’re ready to have a Heartselling conversation with a bigger player. But did you know they get approached by tons of other people all the time to promote their stuff? So how are you going to stand out?

The key here is Positioning.

What is positioning? It’s the art of creating a perception in the mind of your listener so they get that you’re a person worth talking to.

Here’s an example. If we met at an event and I was attending the event (rather than being a speaker, which by the way, gives you INSTANT positioning), and I introduced myself and told you we teach coaches and holistic practitioners how to make $10,000 per month seeing clients just 3 days each week, you might think that was interesting.

If I then told you that we’ve personally taught over 10,000 holistic practitioners or that about 40 of our clients were here at the event with us, what happens in your mind?

Do you see how simply sharing some powerful statistics about yourself can make a huge difference in the conversation?

Here are a couple of tips:

  1. Make sure to position yourself as an expert within the first 30-60 seconds of the conversation. This changes the tone of the conversation immediately.

     

  2. Put your best foot forward. You can do this in a few different ways. You can share a statistic of how many clients you’ve helped or who you’re associated with. (Hint: being associated with someone famous or a guru in your industry does lots for powerful positioning.)

You’ll find that when you position yourself early on in the conversation, the bigger player will automatically take you more seriously and is more likely to consider you as a possible strategic alliance.

Key #3: Show up in Service

If you’ve ever been in a conversation where you felt like someone was trying to GET something from you, you know how uncomfortable that can feel (and you know how quickly you want to exit the conversation).

However, when you’re with someone who shows up from a place of abundance and wants to serve you, you can stay in that conversation forever, right?

When you’re approaching a bigger player (just like a Heartselling conversation with a potential client), you want to think about how you can serve THEM, rather than the other way around.

Do you see how coming from service can lead to a beautiful partnership?

Next time you’re talking to a bigger player, ask yourself, “What can I do for them?” Perhaps they would like to be interviewed or featured. Perhaps you have some other gift to share that isn’t always about cross promoting.

Always be thinking about how YOU can add value, no matter what level you’re playing at.

If you are asking someone to promote for you, ALWAYS ask them to invite their people to something valuable and free so they can look like a hero to their people. They can invite people to a free interview, teleseminar, workshop or video. And then from there, you can take over with the self-promotion.

So use these 3 keys when talking with bigger players and watch some magic happen for you!

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jewelry marketing genius

jane dallin jewelry marketing geniusA few months back, when I was in Toronto, I met a woman named Jane Dallin (pictured right) who sold jewelry.

The more we spoke the more impressed I was with her marketing street smarts and hustle. Somehow, it came out, she’d managed to get the hosts of MTV’s shows to be wearing her stuff. Say what?

She also clearly had a very solid intuitive understanding of niche marketing based of the separate lines of jewelry that she sold.

I asked her some questions and she gave me some answers. And here it is.

company name?

SOOS Rocks

website?

www.soosrocks.com

soos rocks jewelry marketing geniuswhat do you sell?

We sell hand-made designer fashion jewelry for men & women.  Using stainless steel, vintage brasses, found objects, and semi-precious stones we create necklaces, earrings, bracelets, and more.

SOOS Rocks has 3 main collections:  House of Rock which is our unisex line that is geared towards men & women that are looking for slightly edgier pieces that are inspired by rock music, urban culture, and individuality.

Our Duchess collection is more girly and frivolous and is inspired by childhood keepsakes, and antiquities, and lastly our Believe line is based in world religions, spirituality, and what inspires people.

how did you market your jewelry when you first started?

When Bryn (Bryn Nihill) and I (Jane Dallin) first started out we marketed our jewelry quite literally at the base level.  Making local appointments with small independent stores, showing them our wares, and growing the brand slowly.  We made sure to be accommodating to buyer’s budgets, and didn’t have any minimum orders so that it would be easier on a retail store, allowing us to establish some initial roots.

how did you land the MTV gig? and what has resulted from that?

We heard through our friend that worked in the accounting department at MTV that the stylist for all the hosts of the shows were looking for a new accessories provider.

We packed up our samples and immediately headed over.

We armed ourselves with everything we thought would be perfect for the genre and managed to land a short meeting with the stylist.  After showing our line, and chatting about how we thought that SOOS Rocks was a great fit for them, they agreed to use our jewelry!

We are also extremely flexible and made them aware of that.  We then set up a time to go in and showcase our complete line to everyone there and have them select the looks that each host wanted.  It was a great pairing, and we built a solid relationship with a lot of people at MTV as a whole.

This has allowed us access to a number of special events, and intern, we have met many celebrities and musicians that we have were able to get our jewelry on!  This was especially great for our American customers who seem to be a bit more interested in celebrity culture, where “who’s wearing” your goods holds a lot more weight.

how do you get famous people, iinfluencers and hubs to wear your stuff? and what’s the impact of that?

I think the best way to get celebrities, and influencers to wear your product is to create as many relationships as you can.

When you have an opportunity to socialize and meet new people in design, media, film etc. you need to make sure that you take it, and don’t shy away.  Be it going to certain galas held by art institutions, film events, launch parties, CD releases etc., and if you see someone that you consider to be an influencer, then you need to walk right up to them and introduce yourself and go from there!  Also, I think it’s great to be involved with charities and special events.

Organizers and PR companies are always looking for ways to impress their clients, and if you become their “go to” resource for “gifting” the rewards can be colossal!  We’ve met a lot of editors, actors, and people who are interested in new and exciting things by donating, participating, and contributing as individuals, and as designers.

Offer your product as a prize, an auction item, and always look the part too!  If you are decked out in your goods people usually notice and want to inquire about who you are and what you do!  It can result in magazine features, television appearances, and ultimately sales!

why do you think most jewelers struggle so much with marketing their stuff?

I think most jewelry designers struggle with marketing their work because they are used to operating behind the scenes for the most part.

When you have a passion that you would like to turn into a business you have to wear many “hats” and if you never fancied yourself an entrepreneur you may become overwhelmed by all the hoops you are finding yourself jumping through just to get things off the ground!  A lot of designers love to design and wish they could leave the business side of things to someone else.

This might mean partnering up with someone that is excited to market your product, where you can create a successful business for the both of you.  But, if it’s you, and you alone, just take things slow.  Don’t get overwhelmed, and think of the top 5 things you can do get your goods out into the world, and put goals in place to make that happen.  Slow and steady always wins the race.

what’s your take on Etsy?

I think Etsy is a great venue for people to sell their designs because it gets their work in front of a broader audience.

Etsy is especially great for one-of-a-kind pieces, or vintage findings, and is a relatively seamless way to show as much work as possible!  It is also a great space for designers who sell a niche product.  For example if your designs are more eccentric and you are unsure of where your product fits in a traditional retail environment, Etsy allows you an entrance into a huge marketplace, and the possibility to make some great money!

I think designers could definitely benefit from taking some time to comb through all the intricacies of the site, as there is a lot of information on there about how to become a top seller!

any other advice for other jewelry makers and crafters?

I think the best advice I could give to artisans and designers is to keep creating what you love, be as proud as a peacock for taking the road less traveled, and start getting the word out as best you can!  Create an on-line presence for yourself, keep getting your goods in front of as many people as possible, and continue making as many connections as you can.

It will pay off in the end, as everyone loves to brag about the amazing things they’ve found, and the cool people who are making them.

 

If you’d like get cool posts like this in your inbox every few days CLICK HERE to subscribe to my blog and you’ll also get a free copy of my fancy new ebook “Marketing for Hippies” when it’s done.

 

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Want Help? If you’d like some more direct guidance and hand holding on figuring out your niche then go and check out my Niching for Hippies coaching program http://marketingforhippies.com/niching-for-hippies/

 

 

guest blog: From Hijacking to Rainmaking

11jaime guest blog: From Hijacking to RainmakingYou’re reading this post because I have a blog and a website. And that is almost entirely due to the incredible support and brilliance of Jaime Almond (pictured right) of www.rockyourniche.com.

The other day, she was browsing my blog and came across my blog on the phenomenon of Hijacking in business. And that inspired her to add her brilliant thoughts . . .

Tad wrote a great post about Hijacking that talked about the 4 major ways that people hijack at events and in business social situations:

How to be a Hijacker

1. Hijacking a table – people who leave cards or brochures without permission of the organizer.
2. Hijacking a brand – using a competitor’s brand to try to promote their brand.
3. Hijacking conversations – when someone jumps into a conversation without understanding what it was about and then taking it somewhere else.
4. Hijacking people’s wisdom – using other people’s content without permission and passing it off as their own.

I would like to add two more to the list:

5. Hijacking people’s inboxes:

This happens after the event.  You have given your card to someone and they add you to a mailing list without your permission.  Usually, there is no way to get off the list without emailing them directly because they aren’t using proper mail management software like Mailchimp (check it out if you don’t have one – it’s free until you reach 500 subscribers).

Apart from being rude and forceful, it’s actually illegal to send a commercial message without permission being granted by the recipient or without a way for them to unsubscribe.  For full details of this you can see the Bill C-28 .

6. Highjacking Facebook threads or other online social forums:

Tad and I ran a workshop together a couple of years ago.  One person came to the Facebook event and started posting her own stuff about her cause all over the page – she added pictures, links and all kinds of stuff.  It was rude, inappropriate and completely out of context.  We deleted it all, but it left a very bad feeling.

I’ve also noticed that some people don’t take the time to visit people’s walls and post updates.  Instead they just see something in the News Feed and post it directly on to that conversation.  An extreme example of this was my partner Krister had posted an update asking to borrow something from his network.  His mother then threadjacked to give an update that ended with his grandmother having cancer.  No one was going to post after that.  It killed the thread and he had to repost it.

I think everyone has experienced hijacking in one form or another and it doesn’t feel great.

How to become a Rainmaker

1. Become a Giver

Generally, people hijack in business situations because they think it’s going to get them something.  The problem with this behaviour is that it comes from energy of taking, instead of giving which is far more effective in building business relationships.

To be a giver, you can’t have expectation of getting anything in return.  You might, you might not.  If you do, it could be tomorrow or it could be in 2 years.  Usually relationships take time to build and hijackers think about the short term, rainmakers build relationships for the long term.

2. Stop looking for clients

It’s unlikely you are going to get a client at an event by going out there and pushing your services, so change your focus.  Instead, work on boosting your profile by getting well known in your niche or networking to find referral partners.

The best referral partners are people who also serve your niche but don’t compete with you and who you can also refer business to.  If you met someone who could be a good referral partner, you can initiate a follow up conversation by saying “I have clients that need your services.  Let’s get together for a coffee and explore this”.

3. Introduce Yourself To The Organizer Before The Event

  • Phone the organizer and introduce yourself.  Ask questions about the event and find out who will be in the room.  Ask them if there is anyone they recommend you meet.  This simple step will help you get more out of the event no matter what happens.
  • Offer to share the event with your network on Facebook. This doesn’t cost you anything if you are going anyway.  You can simply post “Hey everyone, I’m going to this event, it looks great because of X.  Does anyone want to come?”  By mentioning it to the organizer, you now have made them aware that you have shared it and that could invoke feelings of reprocity from them.  They may go out of their way to introduce you to people at the event.
  • Offer them something (they will want).  Depending on the situation and your business, you may be able to offer them something that has a mutually beneficial outcome.  For example, if it’s a day long event, and you are a massage therapist, you could offer to give 5 minute seated massage during the lunch break.  Or if you are a holistic practitioner, you could offer to bring a healthy snack where you could introduce it with the health benefits.  If it’s a networking event you could offer to donate a door prize.  This type of offer usually allows you to usually allows you to stand up in front of the room and introduce yourself.  I’ve found it’s the most effective way for everyone in the room to know your name and what you do.

4. Be an Ambassador at the event

An ambassador acts like a host to help make other people comfortable.  They ask a lot of questions and don’t try to dominate the conversation.  They find ways to include others and introduce new comers to the conversation.  This is the true meaning of “working the room”.

People love to talk about themselves and their passions.  By finding out about them, you are helping them become interested in you.  If they are interested, they will ask about you.

I find it very helpful to take notes about people discretely because if I met 20 people, I can’t always remember everything.  Don’t do it while they are talking to you and definitely don’t write on their card as this offends some people.  Sometimes I do it straight after the event while it’s still fresh in my mind.

My ultimate goal is always to get in front of as many people as possible and the best way to do this is to speak in front of the room.  At one business group I attended as a guest, there was a series being done on getting great testimonials.  I went to the to person who had been doing it and told him my best tips and he asked me to stand up and share them with the room.  When I offered them to him, I didn’t expect him to give it to me, I was happy to let him use them, but it turned into a great outcome for me.

4. Follow up sincerely

Follow up in email the next day with the following 3 types of people:

  • Potential Partners – people you met that could turn into a great business relationship.  Start by reminding them about you through referencing something you talked about because they may not remember you.  If you discussed a follow up coffee at the event, remind them, if not ask them now if it seems appropriate.  Try to give them something in the email, like a link to an article or a resource they will like based on what you talked about.
  • Potential Clients – only follow up with potential clients to offer a follow up consultation or phone call if they specifically asked, otherwise, send them something useful based on what you learned about them and ask if they want to connect with you on Facebook or Linkedin.  Then make sure you share great stuff with your network and comment on their stuff.
  • The Organizer – email the organizer and thank them for the event and tell what you enjoyed about it.  As someone who has organized events, I have received very few thoughtful thank you messages afterwards.  They will be grateful to hear it and it will help you to continue your relationship with the organizer.

If you’re needing help with your online presence (e.g. website, facebook, twitter, linkedin etc) then I can’t recommend contacting Jaime Almond enough. She’s brilliant.

 

If you’d like get cool posts like this in your inbox every few days CLICK HERE to subscribe to my blog and you’ll also get a free copy of my fancy new ebook “Marketing for Hippies” when it’s done.

 

Honour the Host

11schmooze Honour the HostOnce a month or so I host what I call my Potlucks for Particularly Precious People in Edmonton.

I’ve done about 23 of them over the past three years and they tend to have about 30 people come. I started them because I wanted all of my favourite people to meet each other. People are welcomed in with a hot cup of apple cider and a warm hug and introduced to a gathering of the loveliest of people.

The potlucks usually start around 8pm and end a bit after midnight.

At 9:30pm or so, I gather everyone in a circle and we do a go-around where everyone has about a minute to let everyone know a bit about who they are and what they’re up to. It’s part networking and part community building.

I started doing this introduction circle because I noticed at parties how easy it was for people to just talk with the same five people all night and so I wanted to create a way for everyone to meet everyone all at once. And I can always see it during the circles, people’s eyes brightening when they hear people sharing what they’re up to and whispering to them across the circle, ‘I need to talk with you after!

Once the circle breaks the whole tenor of the event changes and people more bravely introduce themselves to new folks and make new friends. Marvelous.

But, at the last potluck I did – there was some minor hijacking.

As we did the go around circle people shared about their interests, their projects and their quirks. It was this warm and human vibe. And then it got to one fellow who was a personal trainer. And instead of sharing who he was – he used his minute to do a commercial. He gave his elevator pitch and then invited people to sign up for his newsletter – bribing them with his recipe for chocolate peanut butter bars.

It felt immediately out of place. Not massively – but subtly.

After the circle broke – people wandered about connecting with each other and hung out by the food table.

But not this fellow.

He wandered around chatting briefly and then personally inviting everyone to give him their email in his little coil binder.

“Technically” it was good marketing. He was clear in what he did. He was using Pink Spoon Theory. He was capturing people’s contact info. He was putting himself out there.

But it felt ‘off’. It felt, to me at least, like too much too soon.

Here are the levels where it feels like this kind of strategy is ‘off’.

Level One: He was subtly hijacking the space. I did all the heavy lifting for him of organizing the evening and getting the people there. And he was using that to his advantage. Now, if this was a business networking event – that would be perfect. But it wasn’t. It was a party in my home.

Level Two: It wasn’t a fit for the vibe. This was my potluck. It wasn’t a business networking event. Everyone who came, came because of their relationship to me or to someone else there. They came for an evening of warmth and meeting new people and a sort of ‘community based networking’. They didn’t come to be marketed to.

Level Three: Unwilling sign ups. I imagine that he thinks people were signing up because they wanted that recipe. To be honest, it did sounds pretty good. And I bet he thought they were giving their emails thinking that they might work with him soon. But I’d guess that most people gave him their email because they felt pressured to do so. He was standing right there saying, ‘hey, do you want this free thing?’ and so they think, ‘Well . . . how can I say no to this free thing?’ and he doesn’t give them a way out.

Sure, some people are strong enough that they’ll say ‘no thanks’ but most people really want to be ‘nice’ and not ‘rude’ and so they’ll sign up and get that recipe (which they will ignore) and then either unsubscribe from his e-newsletters or ignore them. They didn’t really want to be on them in the first place.

They gave their email to get rid of the subtle pressure they felt inside – because they want to support this eager entrepreneur. It’s like people who RSVP as attending on facebook for your events with no intention of ever showing up. When you ask them why they RSVP’d they’ll say, ‘oh, you know, I just wanted to show my support and boost your numbers . . .’ It’s the illusion of success.

Level Four: Looking Desperate. After my workshop in Ottawa last night, myself and some of the participants went out to a great vegetarian restaurant called The Table. We got to talking about business cards and one of the participants commented that he only gives out one card per night at a networking event. I asked him why.

He said, ‘because, if you go around all night giving out your cards – people notice that. They see that you’re looking for business – and that doesn’t seem very successful. Plus – if you give them to everyone – they just throw them out.’

I think he’s right.

You can always spot them at networking events – trolling for business, looking for leads, ‘prospecting’. And the message that sends is, ‘they don’t have enough clients’ they’re obviously not very successful. There are better ways to network anyway. SO, as this personal trainer worked the room – people noticed him working the room.

They could feel him ‘hoping’ for business.

Not attractive.

More attractive would be to radiate health and happiness all night and to ask people about their own health goals and be this unconditionally encouraging and supportive presence around whom people just feel better about themselves. And if people expressed their desire to get into shape, he could have said, ‘hey! Come to one of my classes for free. I like you. I want to help! Are you on facebook? I’ll add you and send you the info. And let me get your email too . . .’ Quality, not quantity.

As my mom put it, “This may be the downside of all the marketing hype about “networking.” Gracious is not generally valued in the marketing world — chutzpah is. Pushiness is. Over and over business people (especially small business people, of whatever stripe) are told to push themselves and their product forward at every opportunity, regardless of appropriateness. This general attitude speaks volumes about the disaster that is our current business model and is a huge reason why your work is so very important.

Yay for moms.

Level Five: Networking for Clients vs. Looking for Partners. Here’s another level of this challenge. He was networking for clients. At my potluck. But here’s the thing. They don’t know him. He’s a stranger. He’s working the room 100% cold.

But I already have a very strong and warm relationship with many of the people there.

They trust me.

Therefore, were I to endorse him, he would they would be more likely to pay attention. But he never gave me that chance – he took it himself. He could have focused on building his relationship with me and showing me that he was cool and safe with my friends.

Imagine the impact if he’d left the party and my friends said to me, ‘who was that guy? I love him! He’s so positive!’ Of course, I’d be one step closer to endorsing him. But as it was, he left and people said, ‘what was up with that guy getting everyone’s emails. That was weird . . .’

In a post he wrote recently. my friend Bill Baren advises people not to go networking for clients – instead look for potential hubs and partners. If you’re trying to build a relationship with a hub – you don’t blatantly hijack or prospect at their events in a way that has people feel (even a little bit) uncomfortable.

In marketing, you often need to slow way down to see faster results. There’s an old adage, ‘infinite patients breeds immediate results’. The first result being a sense of inner peace. The second result being that you’re not needing anything from anyone, and so they feel safe around you. They lean in.

Let’s look at this from a slightly different angle.

Imagine you hear about a party where everyone in attendance is in your target market. They could all become clients.  This seems like a perfect chance to go a get everyone’s card and follow up. But wait. Slow down. Ask yourself, “who is the most important person in this room to me?“”

It’s the host.

Why? Because they are the one that got all those people together in one place.

Slow down some more – how did they do that?

Likely through years of relationship building and integrity and street smarts. Incredible effort was put in to build the kinds of relationships where these people would be excited to come to their party.

So, get this: you can succeed in getting people’s contact information but risk totally alienating the hub.

This is called killing the goose that lays the golden eggs.

So, who do you think you should you be focusing on building a relationship with at that party?

The host.

But this doesn’t mean you try to monopolize the time of the host. Or fawn over them and obsequiously try to ingratiate yourself with them. But it does mean you ask yourself, ‘how could I add value to them?’ and that you consciously make sure you treat their event with a deep respect and reverence. You don’t do anything that might feel disrespectful to them.

To be clear: he felt genuine and sincere in what his personal training. I bet he’s great at it. I love, love, love the fact that he’s taking action and willing to do things that other people won’t do. I love that he’s questioning social conventions and willing to put himself out there. I love the boldness in asking for what he wants. This isn’t a personal critique – we’ve all got learning to do in how to make our marketing more beautiful – this is a look at the unintended consequences of certain approaches.

(to learn a better way to do it – read this post about going from being a hijacker to a rainmaker)

 

If you’d like get cool posts like this in your inbox every few days CLICK HERE to subscribe to my blog and you’ll also get a free copy of my fancy new ebook “Marketing for Hippies” when it’s done.


Parties as Marketing

11GGG 300x202 Parties as Marketing

Photo from the Toronto 2009 Green Grub and Gather

So, I think parties are one of the best marketing tools ever. I’ve been talking about it more and more – and here’s some proof! This is an excerpt from an interview I did with Joel Monk (JM) and Laurens van Aarle (LV) of Coaches Rising in Amsterdam. I think you’ll dig it.

JM:            So tell me more about this hot marketing because you’ve really got me going here. Did you say about hosting your parties and stuff?

TH:            Yeah, one of my big things these days has been this idea of parties as marketing. And where this came from was I was in Toronto doing a workshop and I heard about this guy in L.A. who on the Saturday night of his workshops, his business marketing workshops, he would take everyone out for dinner at this Italian restaurant.

I just always thought that was the coolest idea. I felt like, that’s so classy. That’s so nice.

What I liked about it, too, was it created a social setting that wasn’t there at the workshops. Because the workshops I do are super-interactive but it’s still a workshop. It’s not like hanging out with people.

One time I did that and it went really well. I really loved it.

What I found is we went to a restaurant and everyone basically sat at their tables. They were in a big, long row but nobody moved so people were just mingling with the people sitting directly next to them and that wasn’t what I was wanting.

So I tried a few more restaurants, same kind of thing and eventually moved to a house party called the Green Grub and Gather. But as that transition was going, I remember sitting there right before the dinner thinking about, “Oh, I’ve got these other clients of mine who I would love to—from past workshops who I really love—and they should come to dinner.”

So I fired off a few texts and a few of them came. And then it really occurred to me that there are people in Toronto who are super successful already and have just no interest in coming to my workshop. Like there’s a guy, in Toronto who’s a green realtor. He’s incredibly well known, super tapped in in the Toronto green scene. He’d never really come to my workshop. He doesn’t need my workshop. But if he knew about what I did, it would be useful.

People might ask him, say, “Hey, Chris. Seen this marketing workshop for hippies and green businesses. Is this worthwhile?” And if he says, “I don’t know.” That’s one thing. But if he could say, “Yeah, it’s totally worth your time,” that’s a really solid endorsement to have.

And how do I do that because he’s not going to come to my workshop to check it out but he might come to a party. So it eventually evolved into doing house parties for like 40 people. Everyone at the workshop, and I had like 20 people at the workshop so maybe 15 of them actually show up and can make it.

And then I invite my favorite alumni from that area, plus people who are hubs, people who are influencers, people who are connectors in the scene in that area. And that party has been awesome for me in terms of building relationships, building connections with people who I normally probably wouldn’t have had a reason to connect with. Yeah, I could have gone to lunch with all of them but that would have taken a lot more time so I did that.

JM:            I love the idea of getting them all in one place. Because a party’s so relaxed, isn’t it? You’re at a party to have fun and people just let down a lot of those boundaries. It’s just a great place to make a friendship with someone. I could see that being really—I’m thinking about how we could do that. Everybody loves a good party.

But yeah, I don’t know what you think, Laurens, but I love this idea of just having a party. It takes away all that pressure, doesn’t it? You’re just going to have fun. Everyone wants to hang out and maybe get some good music on. What stands out for me from what Tad said is even if you just speak to that guy for five minutes, you’ve already made a connection. He’s already put a face to your name. He knows what you do and he’s probably going to be pretty impressed that you’ve put on a party like that.

LV:            Yeah, it sounds like a great way to both have fun, market, connect, make that human connection with people, expose everybody to what you’re doing and at the same time, just enjoy great food, music and company.

The World’s Greenest Business Card

WorldsGreenBusCard 300x182 The Worlds Greenest Business CardSo, you want business cards for your networking but you hate the disposability of it? Well, why settle for anything but the best. Check out the world’s greenest business card. Imagine how attractive you’ll feel giving out a card that you know that you have a card that is so green. From their website:

Why are these the World’s Greenest Business Cards?

The cards themselves are as sustainably produced as possible

We have looked at every aspect of how The World’s Greenest Business Cards are manufactured and tried to engineer them to be the most socially and environmentally responsible as possible. All aspects of the cards are as ‘green’ as we can make them, including:

• Printing on a waterless press so no effluent goes down the drain with vegetable-based inks
• 100% Post Consumer Waste recycled paper (means no new trees harvested)
• Paper manufactured in Canada (small carbon footprint)
• FSC and EcoLogo certified stock means you can have the FSC logo printed on your card if you would like

Networking for Hippies

bill baren Networking for HippiesMy pal Bill Baren (pictured here) hits a huge homerun in this latest email I got from him about networking.

So much networking is a waste of time. But read this article and it doesn’t need to be anymore. This one article could double your practice in the next year if you used it.

I rarely see networking work really well.

It’s true, the majority of business owners I speak to either network sporadically (“pitch and run”) or they spend a lot of time networking…  and …

<< drumroll >>

They rarely get many clients through their networking efforts.

I see you investing your time and effort into networking that doesn’t result in new clients and worse yet, it results in you losing faith that networking can work for you.

Networking doesn’t work unless you follow certain basic principles of enrollment.

1. Go to networking events regularly with organizations that have repeat visitors and a community
2. Then concentrate on creating relationships
3. Have a compelling “elevator pitch” that leaves the people in your tribe (your target audience) wanting more
4. Have a unique business card with a call to action on it (see below)
5. Follow up and schedule a “get to know you” session with potential clients

Is your business card getting tossed within 24 hours?

A business card specifically created for networking can be an incredible tool to build your credibility, help you stand out and also build an audience of people who are actually looking for the results your service offers.

Here’s how to take a plain, boring business card and turn it into a client generating machine.

Front of the Card ideas

1. Put a picture on the front of your card that showcases your personality.  This is so people you meet remember you better.

2. Write on the front of the business card:  “I gave you this card because I enjoyed meeting you.  I’d love to see you again, so look for me.”  This line along with the picture will cement you in their memory and it also invites them to seek you out at the next event.

3. Include a phone # or an email address (one or the other).  You want to encourage people to use the mode of communication that you respond faster to.

Back of the Card ideas

1. You want to include a “call to action”, so that when the person you gave the card to goes home and looks at your card again, they actually do something with the card instead of just filing it somewhere or throwing it out.

2. I recommend that you include a link to a web page offering a high quality free gift like an ebook or audio from you.

3. Nothing else should be placed on the back of the card, other than the URL where they should go for that action, and a short description of the benefits.

Here’s an example of the Back of a Business Card (using me as an example)

If you are coach, healer or small business owner who really wants to make a difference with your service and you are wasting your time doing free consultations and are not getting any clients out of it…

My free video training series will help you have your prospects say yes to investing in your service without you doing any selling.

http://www.masterofenrollment.com/videoseries.html

Here are the benefits of having a card like this:

* You get to stand out in a sea of networkers
* You are inviting people who have met you once to come seek you out
* You are developing relationships quicker
* You are establishing yourself as an expert
* You get to build your list when people you meet opt-in to your call to action.  And only the people who want what you have will opt-in and get on your email list.
* You get to finally make networking work for you

Now, let’s get more advanced

I shared some basic networking principles up above, now here’s a more advanced strategy.

These days, I never network to attract clients. (Although networking for clients is a perfectly good approach.)

I network to create relationships with strategic alliance partners.

A great partner is someone that you trust and have a fantastic working relationship with.

Where we can work together on a long-term basis and mutually support both of our businesses.

And with a great partner, you can double the size of the audience you can reach.

So when you’re at a networking event, keep your eyes open for the people who are “centers of influence” and who can tap into an audience you’d like to connect with.

And get things rolling by thinking about how you can help them! (Be creative!)

Let the unveiling begin

Next week, I will unveil my free video training that I used in the business card example above.

So if you want to know more of my advanced secrets on how to easily enroll new clients, you’re going to love what I have prepared for you.

Stay tuned, my friend.  Stay tuned…

Warmly,
~Bill

Business Cards That Work

alex mandossian sitting 1 Business Cards That Work

Alex Mandossian

Most business cards are lame – here’s how to create a business card that makes you money.

This is genius, genius stuff from Alex Mandossian.

To find out out you can make a great, business generating business card . . .

CLICK HERE

 

If you’d like get cool posts like this in your inbox every few days CLICK HERE to subscribe to my blog and you’ll also get a free copy of my fancy new ebook “Marketing for Hippies” when it’s done.