Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition

Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition

by David Newman

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Overview

As a business owner, everything you’ve worked so hard to achieve thus far depends on getting the word out to the right people. Marketing your product or service is detrimental to your survival! With that said, it is not an exaggeration to say that the most important hat a business owner wears is that of marketer. But as entire business degrees and companies have been built around the marketing industry, how could you ever wear that hat for your company? Where does an entrepreneur such as yourself even begin to learn how to market your business successfully? With so many new ways to reach customers and clients and only so much time in the day, it's hard to know where to start. Social media? Email? Blogs? Video? SEO? Do It! Marketing breaks down marketing into a series of simple decisions (and the action steps to implement those decisions) that will help you regain the clarity, confidence, and control you need to succeed. Packed with do-this-now ideas intended to attract, engage, and win more customers and clients, this no-nonsense book reveals how to: • Avoid blah, blah, blah marketing • Use magnetic marketing strategies that pull—not—push-qualified decision-makers into your world • Position yourself as an expert • Become the obvious choice in your market • Do social media right • Learn to speak your customers’ language • Get a steady stream of referrals • Identify and focus on high-payoff activities • And more! Energetic, inspiring, and filled with concrete strategies, tactics, templates, and tools, Do It! Marketing shows you how to stop marketing like an amateur and start outsmarting, out-positioning, and out-executing the competition.

Product Details

ISBN-13: 9780814432860
Publisher: AMACOM
Publication date: 06/05/2013
Edition description: New Edition
Pages: 240
Product dimensions: 5.90(w) x 8.30(h) x 0.80(d)
Age Range: 18 Years

About the Author

David Newman is a Certified Speaking Professional (CSP), marketing expert, speaker, and founder of Do It! Marketing, a strategy and done-for-you services firm that specializes in working with executives and entrepreneurs who want to speak more profitably. He’s also the creator of the Speaker Profit Formula® seminar and mentoring program. David has worked with over six hundred executives and entrepreneurs to monetize their message; his clients and audiences include forty-four of the Fortune 500, such as IBM, Microsoft, Oracle, QVC, Merrill Lynch, and American Express. David hosts The Speaking Show, the #1 podcast for experts who want to speak more profitably. David’s previous book, Do It! Marketing, is an international bestseller and was translated into six languages.

Read an Excerpt

Prologue:

Doing Your Best Is Not Enough

I meet a lot of small business owners and professionals who are "doing their best."

They are working hard. Making contacts. Networking. Filling their pipeline. Collecting business cards. Phoning people. Meeting people.

And it's just not working.

Their thriving, profitable business is a highly elusive figment of their imagination, fueled by inordinate amounts of credit card debt, their retirement savings, or a spousal trust fund.

More often than not, these folks throw in the towel after a few years.

No surprise that the small business death rate is a whopping 80 percent by the time businesses are five years old.

Donald Trump said it best: "It's not about winning or losing; It's about winning."

Here are the top 10 reasons for entrepreneurial failure, in my experience:

1. Delivering a great product or service but being terrible at marketing and sales

2. Not getting the right kind of marketing or sales help in time or at all!

3. Not delegating or hiring part-time help to take care of the intelligent grunt work?

4. Not having a business plan/goal/vision/destination in mind, including the failure to plan for failure!

5. No differentiation trying to market me-too, "Same-O Lame-O" boring stuff

6. Not taking themselves seriously (indicated by homemade business cards, freebie website, trying to cut every corner, etc.)

7. Overinvesting in these same things:˜ fancy business cards, a $25,000 website, overly expensive and overly broad advertising and thinking that's enough

8. A lack of expertise and thought leadership in their marketing focus trying to be all things to all people

9. Failure to develop alliances (Don't think you can do it all yourself. Hire the right people to get the job done, outsource, or partner.)

10. Underestimating the time and money it takes to grow your business successfully. (Remember, not all things are going to work the first time. Or the tenth. Plan for experimentation, testing, and thousands of small adjustments along the way.)

Nobody likes to throw in the towel.

But don't kid yourself by saying, "I did my best."

The real question is, "Did you do what had to be done?"

This book is for those who want to do what has to be done. It's not a book for dummies because you are not a dummy. It's a book for smart people, but people looking for guidance, tips, and strategies, for insight, frameworks, and basic rules for success for people like YOU.

Ready? Here we go . . .

Table of Contents

Contents

Prologue: Doing Your Best Is Not Enough

Part One: Marketing Rocks

Introduction

1. Stop Throwing Money into a Marketing Black Hole

2. Determine Who, Then Why—And Your What Comes Last

Part Two: It’s About Them, Really

3. Who Are You?

4. What Do You Want to Be KNOWN For?

5. Who Are They?

6. Show Up With a Bucket

7. Hula Hoops® And Kool Aid®

8. Avoid Blah-Blah-Blah Marketing

9. Stop Selling Sugar

10. Visibility + Credibility = Buyability

11. 50 Reasons People Should Buy from You

Part Three: Learn to Speak Prospect

12. Build Your Marketing Language Bank

13. Seven Questions to Identify Your Best Buyers

14. Don’t Fall into the Same-O Lame-O Trap

15. Zero In on Your Pain/Gain Factors

16. How to Build Your Prospect Phrase Book

17. The Only Three Problems You Can Solve

18. You Solve People Problems

19. You Solve Process Problems

20. You Solve Profit Problems

21. Control Is Priceless

22. Your Buyers Are Lazy, Busy, and Befuddled

23. Clarity Indicates Expertise

Part Four: Expert Positioning

24. How to Profit from 3PR

25. CEO Speaking ls Your Best Weapon

26. Find Out Which Audiences Pay Off

27. Be Serious

28. Chasing Chum Makes You a Chump

Part Five: Dominate Social Media

29. Create Killer Social Media Scripts

30. Seven Rules for Your E-Mail Signature File

31. The (Real) IDIOT ’s Guide to Social Media Marketing

32. I: “I, Me, My” Syndrome

33. D: Dumb It Down

34. I: Information Without Invitation

35. O: Overselling

36. T: Talk Without Action

37. S: Short-Term Focus

Part Six: The “S” Word

38. Sell Like a Girl

39. Your Sales To-Don’t List

40. You Don’t Need Sales Training

Part Seven: Get BETTER Leads

41. Market to People Who Are Already Listening

42. Why You DON ’T Want to Be in the Book

43. Old Media Is Dead! Long Live Old Media!

44. Nobody Is Going to Steal Your Idea

Part Eight: Get Better Prospects

45. Five Reasons You’re Getting Referred to Losers—

And How to Fix It

46. Build Your Referral Blurb

47. Don’t Be a Referral Jackass

48. Work Your Network

49. Why Your Inbound Leads Are a 911 Call

50. Seven Stupid Ways to Blow Up Your Sales Process

51. Five Signs That Your Prospect Is Giving You Too Much BS

52. Your Nine-Point Client GPS

53. How Good of a Client Will You Be?

Part Nine: Eliminate Roadblocks

54. RBI Meets CSI

55. Become the Missing Piece

56. Stop Wasting Your Time Following Up

57. Nobody Leaves Hungry

Part Ten: Your Business DNA

58. Branding Is BS

59. Your Name Supports Everything You Do

60. BMW at One Dollar Over Invoice!

61. You’re Competing With Idiots—And They’re Winning

62. Diversify While Still Specializing

63. Focus on Strategy, Not Tactics

64. Planning Trumps Passion Every Time!

Part Eleven: Persona l Success Strategies

65. Confidence Is Sexy

66. Charm Is NOT a Four-Letter Word

67. Lone Wolves Starve to Death

68. Live Out of Your Calendar Not Your Inbox

69. Five Ways to Use E-Mail Without Getting Sucked In

70. The Secret Sauce

71. Do WHAT You Love for PEO PLE You Love

Part Twelve: Taking Action

72. Five Marketing Moves for Business Success

73. Move Up

74. Move In

75. Move Ahead

76. Move Aside

77. Move Alone

Part Thirteen: Your 21-Day Marketing Launch Plan

Day 1. Who Are YOU?

Day 2. Who Are THEY?

Day 3. Develop Your Platform-Building Plan—Part I

Day 4. Develop Your Platform-Building Plan—Part II

Day 5. Personal Branding, Domain, and Web Setup

Day 6. Research and (Re-)set Your Prices

Day 7. Article Day

Day 8. Rest Day

Day 9. Website Setup or Review/Revision

Day 10. Building Inbound Links

Day 11. Assembling Your Basic Presentation

Day 12. Build a Simple Speaker One-Sheet

Day 13. Find Speaking Leads and Places to Deliver Your

Client-Magnet Presentation

Day 14. Ask for AIR (Advice, Insights, Recommendations)

Day 15. Article Submission Day

Day 16. Rest Day

Day 17. Product Development Day

Day 18. Create Your E-Mail and List-Building Platform

Day 19. Social Media Day

Day 20. Map Out Your Organization Chart

Day 21. You Made It!

Your 21-Day Do It! Marketing Playbook

Acknowledgments

Index

About the Author

Customer Reviews