3 major marketing secrets

We have many opportunities to speak.
Too often we want to talk about us or our businesses.
That’s a major marketing mistake.
It's about them. It’s not about us.

Let me give you three quick examples of this.
I heard three entrepreneur speakers this week.
Each blew it in front of many prospects.
They talked about themselves, not their prospects.

One presented a 90-minute business tele-seminar.
I exited after 40 minutes because he had no content.
It was all about how wonderful he is.

Another hosted a webinar on book publishing.
I stuck with him for 50 minutes.
He had three guests who could have given real value.
In 50 minutes they said nothing I didn’t already know.

Our Rotary speaker made the worst mistake of all.
She could have shared her expertise in health care.
It would have established her as a credible source.
It would have given her expert authority.
Instead she gave a 15-minute business commercial.
I left after the first 10 minutes. Don’t try to pitch me.

If you have similar opportunities, remember this:
1. It’s not about you.
It’s about your audience and don’t forget that.
Make sure you know who they are.
What their interests, wants and needs are.
Why they want to hear what you have to say.

2. Target their pain, frustration, hopes or dreams.
All of us have them. We live with them daily.
Identify the pain you may be able to relieve.
Or the frustration you can help them deal with.
Or their hopes for their families and themselves.
Or their long-held, inner most dreams.

3. Share with them what they can do about this.
Use examples of your clients who have done it.
Share what they did and how they did it.
Downplay your role in all of this. No bragging.
Give them reason to want to talk more with you.

If you are selling from the back of the room:
1. Share with them what you have to help them.
2. Share with them how it has assisted others.
3. Share with them how it might help them.

Special offer to Success Strategies readers

Want to help edit my new book?
It’s a book on leadership. Its title is:
“What It Costs to Be the Boss”
Its premise is that leadership is a learned art.
It is a privilege, honor and responsibility.
Many managers. Few true leaders.
For sample chapters of the book, email me.
Jerry@JerryBellune.com
All I ask is that you give me your evaluation.
Books are made better by good readers.

Remember who you are

Jeff Bezos remembers who he is

My parents had a powerful influence on me.

My father used to say, "Remember who you are."
His son didn’t always remember.
It got him in a lot of trouble.
Now I remember who I am - and who I was.
I hope you can do the same.

The writing bug bit me early.
My mother read to us when we were children.
It fired our imaginations, gave us a purpose.
Becoming a writer was a given.

My father gave me an old typewriter.It still worked but he no longer needed it.
We went to the lumber yard one Saturday.
We bought a hollow-core door and four legs.
We went home and glued 6"x2"s to the door.
Then we mounted the legs on the 6"x2"s.
We turned the door over and - voila - we had a desk.
He helped me stain the door and I was in business.

I wrote my first story on that typewriter.I spent hours writing at that desk.
I wrote about growing up mentally and physically.
I wrote about my experiences in military school.
In the infantry in Korea. As a reporter and editor.
I followed the first elemental rule of writing:
Write about what you know.
That desk and typewriter went everywhere with me.
Through many newspaper jobs. In many cities.
Even after MacLeod agreed to marry me.
Even when we started our own publishing company.
She finally bought me a better desk.
But I miss that old door and its memories.
It reminded me to remember who I am.

I heard a story about Jeff Bezos the other day.Jeff is the visionary founder of Amazon.com
Jeff had a desk liked mine when he got started.
He was filling online orders in his garage.
It was an humble start for a great success story.
Amazon is now a powerhouse online retailer.
Jeff is a wealthy and respected entrepreneur.
But Jeff Bezos still has a door for a desk.
All his lieutenants have similar desks.
It helps them remember who they are.

Here’s a thought to take away from this:Remembering who you are keeps you grounded.
It reminds you how you came to be where you are.
It shields you from arrogance. Keeps you focused.
Makes you grateful for all God has given you.
Reminds you of the bad choices you made.
And the consequences of making bad choices.
It reminds you of the good choices you made.
It reminds you to make better choices in life.
Wherever you go or whatever you do . . .
Remember the old doors in your life.

Special note to Success Strategies readersWant a free copy of my new leadership book?
Its premise is that leadership is a learned art.
For sample chapters of the book, email me.
Jerry@JerryBellune.com

How to get what you want

This is a story about a budding entrepreneur. It’s a story marketing guru Dan Kennedy tells on himself.
Dan wanted to become a millionaire.
That was back when a million meant something.
Congress has taught us it’s really chump change. Or at least it is to them. But it’s our tax money.

Dan read about a millionaire in his hometown.
Dan applied for a job with the millionaire.
He was told no jobs were available.
He asked to speak with the millionaire.
"He’s busy. We’ll take you name and number."
Dan called back the next day. Same runaround.
He called again six times a day for four days.
He even sent a letter by messenger.
He made a monstrous nuisance of himself.
The gatekeeper told the boss about this pest.
Her millionaire boss was amused.
He asked her to arrange an appointment.
Anyone that persistent was worth meeting.
He hired Dan to write ad copy for his business.
It was a life saver. Dan was down to his last dollar.

Dan says he often gets what he goes after.That’s because he won’t take no for an answer.
He’s refreshingly persistent . . . or a pest.
But his persistence works.

We occasionally have problems collecting a bill.Ignoring our invoices is a major mistake.
We will call and pester you until you pay.
We will let your suppliers know you are a deadbeat.
We will make your life miserable.
We will even let your store managers know.
You will rue the day you messed around with us.

It does not take a mountain to stop most folks.Dan says a good-sized pebble with do the trick.
On a scale of 1 to 10, how do you rate?
How doggedly persistent can you be?
Are you a 10? Super persistent?
Or are you like most folks who get nada?

Special note to Success Strategies readersWould you like to help improve my new book?
Leadership is the theme. Its title is:
"What It Costs to Be the Boss"
Its premise is that leadership is a learned art.
It is a privilege, honor and responsibility.
Many managers, Few true leaders.
For sample chapters of the book, email me
Jerry@JerryBellune.com
All I ask is that you give me your evaluation.
Good books are made good by good readers.

Customers, clients and friends

My book co-author Becky McCrary poses a question.
Do you treat clients as neighbors or tourists?
It is an intriguing distinction.
I immediately thought “neighbor.”
I like my neighbors and see them often.

The restaurant waitress spends more time with:
• The guy who comes in every Tuesday?
• The interstate driver who just wants a hot meal?
She often treats Mr. Tuesday as her neighbor.
She calls him by name. Knows what he wants.
Puts his order in the computer before he sits down, Asks about his kids. Talks about last night’s game.
She’ll never see the interstate driver again.
Mr. Tuesday is a steady source of repeat business.

How do you define neighbor and tourist?
• Neighbor: Call by name. Wave as you pass.
Know their family. Chat about last night’s game.
• Tourist: Invite them in. Prepare their place.
Give your name. Make their visit fun.
Anticipate their needs. Request feedback.
Suggest return visit. Even ask for referrals.

To treat your customers as tourists you will:
• Capitalize on the advertising that attracts them.
• Have a clean,comfortable place for them.
• Pleasantly answer the phone.
• Use their name as quickly and often as possible.
Everybody enjoys that small recognition.
• Make it easy to make a buying decision.
That’s more than just limiting inconvenience.
Give them a sample, an idea or a smile.
• Recommend products and services that benefit them.
• Greet them by name each time they come in.
• Make them feel welcome and appreciated.
• Inquire about their experience with you.
• Ask them to tell others about her experience.
• Schedule their next appointment or visit.


Think about using the words “client” vs “customer”.
Clients trust us and are attracted to us.
They look for ways to do business with us.
They recommend their friends do business with us.
They confide their fears and frustrations to us.
They are driven by our value, not our prices.
They are relationals. They trust us.
They know with us their interests come first.
We will see them often.

Customers only come when they need something.
They rarely make referrals to us.
They are driven by price, not value.
They are transitionals. We see them rarely.
They only buy when we offer bargains.
We create customers by talking.
We create clients by listening and understanding.
In time they become trusting friends.
That’s because we earned their trust.



Special note to Success Strategies readers



Would you like to help improve my new book?
It is a book on leadership. Its title is:
“What It Costs to Be the Boss”
Its premise is that leadership is a learned art.
It is a privilege, honor and responsibility.
Many managers, Few true leaders.
For sample chapters of the book, email me
Jerry@JerryBellune.com
All I ask is that you give me your evaluation.
Books are made better by good readers.

Fly your butterflies in formation

Stage fright can be crippling - especially for leaders.
It robs you of the confidence needed for influence.
A leader without influence is totally ineffective.

Fear of public speaking is worse than death.
I used to get sweaty palms before a speech.
I have been bathed in sweat during a speech.
I would have to take a shower and change clothes.
That’s what anxiety did to me. Maybe you, too.

My local Toastmasters club invited me to join in 1985.
Toastmasters is not a drinking club.
It teaches communication and leadership skills.
In Toastmasters we have a favored saying:
It’s OK to have butterflies before a speech.
You just need to fly them in formation.

Psychologists define our anxiety as worry and unease.
But controlled anxiety can be beneficial.
Athletes feel it before a contest.
Musicians and actors before a performance.
It can enhance performance and give you an edge.
It is part of the mental and emotional game of success.

We must learn to control our anxiety and fear.
It we let it get too high, our performance suffers.
You’ve seen athletes and other clutch under stress.
Pro golfers take control - or their game crumbles.
Tennis stars take over with the match on the line.

Researchers have studied how our brains learn best.
That comes when stress hormones are mildly elevated.
But high anxiety can make simple tasks difficult.
Cramming for exams the night before raises anxiety.
The same with preparing a speech in the 11th hour.
Discipline and preparation give you confidence.
Don’t defeat yourself. Discipline yourself.

Toastmasters changed my life and conquered my fear.
I feel completely bullet-proof now.
Able to leap tall buildings in a single bound, too.
It can do the same for you if you need it.
Even if you don’t, it will make you a stronger leader.
Look for Toastmasters clubs in your community.
Just Google Toastmasters in your town.
Find out where and when they meet and show up.
You will be welcomed with open arms.
It will change your life for the better.

For more on building confidence, email me.
I’m always glad to help.