From "Marketing Energizer Ezine For Consultants
And Other Independent Service Professionals" Issue 98
Excited and inspired by our two-day MasterMind group meeting,
we share with you the high-energy marketing ideas that
grabbed us and wont let go.
In this article you'll discover:
- an engaging tactic that could prompt new business
from your clients (You'll find it in the "How-Not-To-Be-Boring
- two quantum-leap strategies.
"The How-Not-To-Be-Boring Department"
During a short break in our MasterMind meeting we overheard
a business owner negotiate over the phone with an actor to become
the voice of a leprechaun.
His plan: to entertain 220 clients with a 30-
second message from a leprechaun.
And this is important - he arranged a series of 3
encounters in 3 media (email, phone, and fax).
Heres how the sequence goes:
First, his clients get an email from Ivar Quigley the
Second, they hear a voice broadcast on St. Patricks
Day from Ivar.
Third, they receive a fax in Ivars handwriting
the day after St. Patricks Day, telling them about the
Will he get their attention? Yes.
Will they listen to the message? Yes.
Will they laugh? Most will.
Will they talk to others about the call?
Will they respond to his offer?
We dont know yet until the results are in. Those marketing
geniuses, his clients, havent weighed in yet. We'll let
you know their verdict.
The actors fee is $350 -- in the businessmans
market a cost-effective investment.
What can YOU do so that you're lively and appealing? So
that you're NOT dull and lifeless?
Its too late for St. Patricks Day, but youre
always just in time to arrange for the next occasion. Sign up
for the Oriental Trading Company catalog for a mountain of ideas
for events, holidays, and
moments to plan on and for eye-catching items to send.
Have Fun; Amuse Your Prospects
One more thing: Notice that this caper went to the businessmans
clients. And he tells me his clients are super responsive to
Could it be because he charms them and courts them with attention?
Strategic Question: How much new business would
you win by paying more attention to your clients?
= = = = = = = = = = = = = = =
Warning: What follows, "The Billionaire
Mind Set," isnt for everyone. Its only
for independent service professionals who are ready and willing
to let go of ordinary opportunities and grab the extraordinary.
= = = = = = = = = = = = = = =
The Billionaire Mind Set: Go Big Or Go Home!
The words are Donald Trumps from his reality show The
Think of Donald Trump and his larger-than-life personality
and his HUGE projects.
And, in contrast, look at Oprah and the fears that
are tying up her potential and shutting down her opportunities.
If you are a guest on the Oprah show, we learned, you are
required to sign a form saying that you will not mention her
name or the fact you were her guest. No more As Seen On
So what does this have to do with you?
Recently, we wrote an article that urged, "Think like
a billionaire! To us that means to:
Concentrate your resources (your time, money, and people)
on those things that will make the most difference in
getting the results youre after . . . above all, to be
So here's your Billionaire Mind Set Question:
As a professional, do you reach high enough? Or do you stay
Talented professionals can let their versatility work against
them. Let us explain . . .
You may see many areas where you can affect change in your
Some may be high-gain; others are small-change where youre
lost in a cluster of people doing the same thing.
Or you may be dealing with a problem thats not truly
important enough to rivet the attention of your particular clients
You may offer a service that could be a blockbuster . . .
if only you developed it more fully and marketed it imaginatively.
As it is, it becomes just another pebble in your pond.
The big opportunities in your professional practice may
go untapped as you hang onto your usual way of doing business.
You may continue to focus on the lesser opportunities and
handle them better and better while the big ones slip from your
Real-Life Example #1 (Well call him Stan)
As an independent professional, Stan developed a powerful
and efficient system in his field (really a harsh competitive
professionals are seen as a commodity). He pulled his business
out of this commodity swamp by offering uncommon personal service
to a niche.
And, yes, he reaped awesome profit margins.
Looking ahead, Stan saw the next big opportunity for his
business in marketing. Not in finding yet more ways to tighten
the slack in his system.
And you? Do you recognize marketing as a strategic opportunity
for your business?
Do you make the shift? Do you hang on to implementing the
details of your professional practice or do you train someone
else to carry out the day-to-day work so that you can concentrate
on the marketing?
Real-Life Example #2 (Let's call him Richard)
Richard provides a service at a modest fee for a group of
clients. He makes an OK living by keeping on top of numerous
details and learning new marketing tricks.
He hustles to keep current clients happy and add a new client
or two each year.
By thinking BIG, though, he uncovered the potential to
make a giant leap . . . to leverage his contacts, experience,
He envisioned adding new services and products to his business
to reach big players in their fields who would pay for the value
hell add to their businesses.
This new venture demands all the gumption and savvy Richard
possesses plus extra energy to make it happen.
Hes going for it!
Theres no guarantee it will pay off (He wont know
for sure until the marketing geniuses in his target segment weigh
in), but hes doing
his homework and taking the project forward one shrewd step at
And you? Do You Stay Home Or Go Big?
Do you hang in there with your current practice and implement
the details in a way that only you can do? (Youre good
at what you do!) Or do you turn over this familiar work to someone
you train and free yourself to start up the Bold New Program.
Are you stuck in the Equal Opportunity mind
Do you see all opportunities as the same? Or can you separate
the opportunity thats extraordinary from the run-of-the-mill
and RUN WITH IT
So where's your unique opportunity?
Maybe it's in full-speed-ahead marketing for the extraordinary
practice youve built. Could you find it in catching the
Wherever you discover it, go full speed ahead.
chance thats inherent in the business youve created?