Vol. 3, Issue 2: February 2014

February 12th, 2014

The Simple Formula That Will Make or Break Your Business

A few weeks ago, the two of us spent a day with Andy Jenkins and Mike Filsaime as we masterminded with five generous donors to the Just Like My Child Foundation.

Masterminds can be such a powerful way to move your business forward in a short period of time because they offer three things:
1) A shift in mindset (which can sometimes be the one thing that's holding you back).
2) Strategies to model, as you engage in roundtable discussion with the other members about their businesses.
3) Specific ideas for your business that you can take home and implement.

We love doing masterminds. Supporting other entrepreneurs is a passion we share. And as a bonus factor, as we're providing these three benefits to the participants, we're getting to enjoy them, too. (Especially when you're sharing the room with brilliant guys like Andy and Mike!)

In fact, one huge distinction came out of our discussion: you should be spending as much time as you can developing and testing a suite of lead magnets, if you're not already.

Here's what we mean by this: you need to continually supply your business with a fresh set of leads which you're actively working to convert to customers.

Traffic, leads and offers are the lifeblood of any business. Simply focusing your efforts in these three areas can spell success for almost any business. And, if you're not getting the results you're hoping for, these are also three great areas to troubleshoot.

To set up a healthy dynamic in these three areas, you need to start by creating a lead magnet. In our businesses, this involves giving away a piece of content—often a video and a PDF—in exchange for contact information. Depending on your business, this model may work for you, although you might offer a white paper or a seat in a webinar. For brick-and-mortar businesses, the model might be slightly different: a one-day pass to a gym, a free introductory class at a yoga studio or a coupon for an in-store freebie.

This idea of lead magnets may be an extremely familiar concept to you.

But here's what might be news:

1) You need to make these lead generation offers a big focus in your business, ASAP. Otherwise, your pipeline will dry up and you'll end up wringing your list of current prospects dry.

2) You also need to actively focus on converting these leads to customers. I can't tell you how many times people have come to us with a list of 10,000 people . . . who they have never communicated with. Don't let this happen to you. Letting a list go ice-cold is almost like starting over from scratch.

3) One lead magnet is not enough. Notice above that we said "a suite" of lead magnets. Any free time that you have in your business should be spent on developing new lead magnets. Here's why: Everything you create isn't always going to work—and whatever's working for you isn't always going to work. As with marketing across channels, creating multiple lead magnets offers you a much better chance of hitting a home run.

You'll find two resources in this newsletter to directly help you with these aspects of your business:

Additionally, if you'd like to discover how to create microcontent to nurture your leads and help them consume your complimentary resources, we invite you to check out a video we just posted on our Business Accelerator blog.

These distinctions have been so heavily on our mind that we wanted to share them with you, ASAP. We've spent the last few weeks clearing space in our business to make sure that traffic, leads and conversions are getting the attention they deserve. We've seen some great results so far, including a list of fresh leads who we're already nurturing with new resources. We're so excited to be reaching a brand-new group of entrepreneurs—and we can't wait to get started working with them.

We know that focusing on traffic, leads and conversions will be worth it for you, too. Your ideal customers are out there—and they need you. Devote some time in the next few weeks to these three areas and, before you know it, your products and services will be out there
changing lives.

In This Issue...

This month, we're excited to introduce you to:

You'll also discover:

Warmly,
Pam & Mike

Creating Long-Term Customers and a Long-Term Business with Your Product Funnel

Creating Your Product Funnel
Subscribe to This Newsletter
Yes! I want to receive this newsletter
monthly in my email inbox - for FREE!
First Name:
Email:

When most entrepreneurs start a business, they want to establish something that lasts. In the case of product-based businesses, we want to continue selling our products and adding value to our customers' lives over the long-term.

How can we guarantee that this will happen?

Let's start by considering the life cycle of a product:

1) A product is introduced to the market.
2) Sales increase and momentum builds.
3) The product peaks and sales start to slow down.
4) Sales fall off.

What we discover in looking at the product life cycle is that every product (in its original form) eventually peaks and then dies off. However, once you recognize the life cycle of a product, you can create a plan to anticipate it and continue driving revenue in your business, even after a single product has peaked.

This is where your product funnel comes into the picture.

A product funnel lays out the specific products you will provide to your customers at every stage of their relationship with you—your plan for how they will grow with you. This includes every product or service you offer to them, from the time they first hear about your business all the way to the purchase phase, when they are actually buying products from you. With a product funnel, you are not relying on one product, but a unified suite of products and services.

A product funnel will help you build a business focused on ongoing transformation—on serving your clients at multiple levels. Think about helping your customers continually escalate their results through a suite of products, designed to match their growing needs. From your introductory product to your higher-end offerings down the line, your product suite will attract your customers to more and more of your products and services. In contrast, a jumble of different products or services with no set plan in place doesn’t create any need or desire to continue a relationship with you and often results in one-off sales that don't support the long-term health of your business.

Additionally, when you offer a product suite that goes in a specific order, you increase your customers’ confidence in you and your business. An organized, escalating product funnel shows your customers with certainty that the path you've laid out is the one that will benefit them the most. It’s already waiting for them. All they have to do is sign up. Ultimately, a product funnel gives your customers an opportunity to latch on to a concrete, long-term solution, eliminating any uncertainty they might experience.

Putting the Pieces Together

Now that you understand the benefits of creating your own product funnel, let's discuss how the pieces come together. The first thing you want to do when creating your product suite is determine which structure is going to make the most sense for your products or services.

Note: It’s easy to confuse product funnels with marketing funnels. Many people do! However, the two have very different functions. A marketing funnel is what you do to attract prospective customers to your business, build a quality relationship with them, convert them to paying customers and then eventually turn them into supporters of your brand. Although the two are separate entities, be sure to align your product funnel with your marketing funnel. They should work together.

There are two different structures to choose from:

  1. A product suite that provides solutions in a range of areas within the same genre.
  2. A product suite that focuses on one area, with each step of your funnel going deeper and deeper into that topic and providing more comprehensive solutions and information relating to that core area.

The structure you decide to implement depends on your particular business model. Choose whichever plan is going to work best with your business, your expertise and the nature of the problem you're solving for your customers.

The most important thing is for your product funnel to pull your customers through a sequence of escalation. As they move through your funnel, your products should provide higher value, and the price point should increase accordingly along with the value.

Once you’ve decided on a structure, you can begin building out your product funnel. The general hierarchy of products usually looks something like this:

  1. Free/Low-Cost Entry Points
    This is free content or very low-cost services you offer your audience to increase their interest in your business. Examples include newsletters, blogs, special reports, etc. For example, if you were a dog trainer, this might take the form of a monthly email with very simple tips for becoming a happy dog owner, like how to approach other dogs in the park, how to deal with walking your dog in snowy weather, etc.
  2. Introductory Products/Services
    These products or services provide a relatively quick solution to a problem your customers are facing, often delivered at low cost and effort to you. Using the dog training example, a mini online course showing owners how to train their dogs to stop jumping up on the furniture in 10 days would be perfect.
  3. Core Products
    Your core product solves the central problem that your ideal customers are experiencing. It's such an important product, in fact, that we recommend starting your product funnel here. Many people make the mistake of designing their introductory products first, then find themselves stumped when they need to develop their core product. You'll find it much easier if you start here with your core product, use it to solve your audience's main problem and develop your funnel from there. Ultimately, your other products should extend from and support this main product.

    For a dog trainer, this might be a full-blown, 6-week dog training course called something like "21 Days to Owning Dogs Who Do Exactly What You Want Them to Do (When You Want Them to Do It)," with lessons on obeying commands, behaving while left alone, not barking excessively, interacting positively with children, etc.
  4. Customized, High-End Training/Consulting
    These services should focus on taking your core products to the next level, via one-on-one or small group training sessions or consulting. For example, this might be a group dog training class or one-on-one consulting about your pooch. Because these products offer high value—often along with high time investment on your part—the price should be higher, as well.

Although these four categories represent the most common categories in a product funnel, you can design your funnel in whatever way supports your business. In general, though, you'll want to shoot for three or more products in your funnel.

The important thing to remember is that your funnel should escalate. In other words, as your customer moves through your product funnel, your products should offer deeper solutions of increasing value. Additionally, the price of your offerings should increase relative to the value of the product you're offering. This helps make sure that 1) your products are meeting your customers' escalating needs and 2) you're setting up sustainable business practices to support your company's expenses and revenue, while making sure that you're getting compensated for your time.

The Key Lies in Taking Action

It might take you a few attempts to get your product funnel dialed in, but you'll be leaps and bounds ahead of your competition if you start now—especially if you understand that it doesn't have to be perfect the first time around. As your business progresses and you get to know your customers more intimately, your product funnel will evolve.

For now, the most important thing is to take that first step and begin laying out your funnel. This will put you on the path to creating long-term solutions to your customers' most pressing problems, which is a classic formula for a successful business.

Launching Now...

Fred Herbert
Protect Your Future with the Business For Sale Blueprint

Are you aware that over 82% of business owners FAIL when they attempt to sell their business?

Business owners typically find out after it is too late the challenges facing them when they attempt to sell their business. They dream of an easy sale at a very high price that will fund their retirement or next business enterprise.

As a business consultant, I was shocked to learn how ill-prepared most business owners are when they place their company on the market. After selling a business that I spent 14 years building, I made it my mission to develop a cost-effective training program to help owners prepare their business for sale.

Business For Sale Blueprint includes 12 training videos that provide you everything you need to 1) dramatically increase the value of your business and 2) improve the odds of selling it. The program covers:

  • Understanding the buyer’s perspective and how it can transform the preparation process.
  • FAST TRACK methods that help you identify key focus areas to help you sell your business quickly.
  • Understanding business valuation methods to determine what your business is actually worth.
  • Business improvement strategies that increase performance in every aspect of your business.
  • Building a better team, boosting cash flow, increasing customer satisfaction, and implementing marketing strategies to grow your sales.
  • Hours of bonus training and interviews with experts that provide additional tools to improve your business's value.

If you have any plans in the future to sell your business, visit BusinessForSaleBlueprint.com/mml. You'll discover how to 1) increase your business's value and 2) greatly improve the odds of selling your business for a premium price.

 

Fred Herbert

Meet the Creator

Fred Herbert is an expert in business performance and process excellence who is on a mission to apply his skills, experience and training to help business owners avoid being one of the 82% who fail when trying to sell their business.

He is the author of How to Prepare Your Business For Sale and is the owner of Fred Herbert Consulting Group. Fred has spent many years consulting with businesses in a wide variety of sizes and industries, including a Fortune 10 company.

In addition to being a business owner and executive for over 30 years, Fred is an expert in waste and defect reduction and a Certified Lean/Six Sigma Black Belt.

Fred is a landscape painter, hiker, cyclist and fly fisherman. He lives in Texas with his wife, Tracy. He can be reached at fred@FredHerbert.com

Michelle Stiles
Fast Track Your Recovery from a Total Knee Replacement

As a physical therapist for more than 20 years, I regularly see the struggles patients have recovering from a knee replacement.

Despite 20 years of nifty progress with implants and surgical techniques, I can't say that the rehabilitation industry has changed much. In fact, people generally fear the recovery more than the surgery itself. In addition, the changing patient profile toward younger and working-age patients has created a demand that has yet to be met.

Patients with high deductibles and limited paid recovery time come to me, asking: "How do I get back to work/golf—or just life—the quickest way possible, with the least amount of pain and pain medicine?"

Quite honestly, the rehab model was originally created for retirees with significant knee damage who were just happy to be walking pain-free around their small apartments after surgery.

And now, even though we have fancy facilities and rehab centers, recovery is still a daunting process with significant pitfalls and setbacks.

If you'll take a few minutes, I would like to introduce you to a system that will 1) save you time and money, 2) prevent frustration and discouragement and 3) overall streamline your recovery from a knee replacement should you need one in the future.

With this insider knowledge, you'll be able to take control of your recovery. You'll never be at the mercy of a lazy therapist or a tight-fisted insurance company that's limiting your rehabilitation dollars.

It's all in my book: Fast Track Your Recovery from a Total Knee Replacement. You'll discover how to reduce your rehab time and reach benchmarks of progress with your knee recovery that beat the industry standard. You'll also need less pain medicine and you'll discover a new sense of empowerment and confidence.

To get your copy of Fast Track Your Recovery from a Total Knee Replacement, visit TotalKneeReplacementRecovery.net/fast-recovery/.

 

Meet the Creator

Michelle Stiles is called "the no nonsense" therapist by her patients. She created a company called Cowboy Up Recovery after recognizing the bankruptcy of the present medical model. In her opinion, too many people regard conventional medical wisdom as gospel, ignoring the subversive influences of Big Pharma and Big Medicine.

She believes Americans in general are being trained from an early age to defer to experts in numerous areas of life—and losing the impulses for self-responsibility and self-reliance. Over-diagnosis and over-medicating has become endemic.

While thankful for the best miracles of modern medicine, she encourages people of all persuasions to listen to their bodies and seek out answers to maintain not just an absence of disease but optimal health.

Her advice is: Cowboy up! No one cares more about your health than you do.

How to Get Your Product Featured in This Newsletter

Members of the Make, Market, Launch IT program are eligible to see your product promoted in this newsletter, which will go out to Mike & Pam's combined list of approximately 180,000 people.*

Here's how it works:

To apply, answer the following 7 questions:

  1. Who are you and where do you live?
  2. What is the product you've created?
  3. Who is your product for? Who's the market?
  4. What's the biggest problem your product or service solves?
  5. What are the product's top 3 major benefits?
  6. How did the Make, Market, Launch IT system help you create your product or service?
  7. Where can people get more information or purchase your product (website address)?

Email: 1) your answers, 2) a picture of yourself, 3) your product logo and 4) your contact information to support@MakeMarketLaunch.com. You may also be asked to submit a copy of your product or service.

We'll confirm receipt and as soon as we know which issue you'll be featured in, we'll let you know.

* To qualify for a feature spot in our newsletter, your Make, Market, Launch IT membership must be active and up-to-date. You also must have used the Make, Market, Launch IT system to create your product or service.

Tech Tools

3 Simple & Effective Ads You Can Create Using
Facebook's Power Editor

Facebook Power Editor

One of the challenges many business owners face when deciding whether to use Facebook ads is whether they actually work. Facebook's Power Editor—a free tool that supercharges the Facebook ad creation process beyond the site's native Ads Manager—helps you get better results by giving you more options to target your ideal market more effectively. With 728 million daily active users and 874 million mobile active users on Facebook, you definitely want to consider this opportunity to reach a massive audience. Here's why.

Power Editor Gives You More Options and More Control

The benefits of Power Editor pop when you compare some of its features to the limitations of Facebook's regular Ads Manager. For one, it's much easier to create ads in bulk in Power Editor so you can create a bunch of variations of your ad to see which one works best. You can also choose exactly what audience you want to target with your ads, as well as 1) whether you want your ad to show up on desktop computers or mobile phones and even 2) what mobile devices you want to include (Android, iPhone, etc.).

One of Power Editor's greatest advantages is that you can designate where your ad will show up on Facebook—something you have no control over when using the Ads Manager. For example, you can tell the Power Editor to place your ad directly in the News Feed—where users spend a whopping 40% of their time on Facebook1 —as opposed to placing it on the right-hand side of the page, next to the News Feed. According to a report by AdRoll, ads placed in the News Feed get 49 times more click-throughs than right-hand side ads.2 News Feed ads are simply more engaging and look less like ads than those appearing in the right-hand column.

Want to Get Started with Power Editor?

Here's how:

  • Download Google Chrome, if you don't already have it installed on your computer. You'll need it to run the Power Editor.
  • Open this link in Google Chrome.
  • Follow the instructions to download Power Editor.
  • Open Power Editor by clicking on the "Power Editor" button in the left-hand column of your Facebook Ads Manager dashboard.

Once you have the Power Editor installed, you're ready to start creating ads. We'll show you three particularly effective ones you can use now to get results below.

One note before we dive in: when choosing your ad strategy, consider the number of Facebook fans you presently have. For example, if you have less than 500 fans, "sponsored" ads (ads that are shown to your fans' friends) probably aren't worth your while, since you won't end up reaching as many people with them.

With that in mind, let's explore three simple yet effective ads you can get started with ASAP.

3 Types of Ads to Try Right Now Using Power Editor

Sponsored Story

1. Sponsored Story
(For pages with 500+ fans)

A Sponsored Story (also called a Sponsored Like Ad) shows up in the News Feeds of all of your fans' friends. This ad features a snapshot of your profile picture and cover photo and also includes a "like" button.

Because this is a large ad that will showcase your profile picture and especially your cover photo in the News Feed, take the time to make sure those two images are visually engaging.

Note: Facebook will officially eliminate Sponsored Stories from its site on April 9th because of a change in its advertising policies. Take advantage of this great option while you still can!

To Create a Sponsored Story:

  • At the top of the Power Editor dashboard, click "Ads" and choose the campaign the ad is for, or click "Campaigns" to create a new campaign.
  • Choose "Sponsored Story" in the "Type" drop-down menu.
  • Fill in your preferences for the ad.
  • Click upload!

2. Fan Growth Like Ad
(For pages with fewer than 500 fans)

The Fan Growth Like Ad (also called an Engagement Ad) is a great option for getting new people to "like" your Facebook page and start following you. The ad itself consists of a single image with the name of your page and a "like" button. This is a very simple, direct type of ad, since all Facebook users have to do is click the "like" button directly in the News Feed in order to follow you—they don't even have to visit your page first.

Because this ad revolves around a single image, you want to make sure that image is an attention-grabber and also communicates what your page/business is all about. The strategy here is to not only use a great image to pull users in visually, but also to include text in the image—a phrase, statement, or call to action that will connect with users and make them want to follow your page. (Keep in mind that the text can only take up 20% of the image, per Facebook's regulations. You can test your image here.)

To Create a Fan Growth Like Ad:

  • At the top of the Power Editor dashboard, click "Ads" and choose the campaign the ad is for, or click "Campaigns" to create a new campaign.
  • Choose "Ad" in the "Type" drop-down menu and select "For a Facebook Page."
  • Fill in your preferences for the ad and upload your image.
  • Click upload!

3. Page Post Like Ad
(For pages with fewer than 500 fans)

The Page Post Like Ad is simply a status update that you have already posted on your page, which you then make into an ad. This targets non-fans, showing up in their News Feeds as a "Suggested Post" along with a "like" button, which they can easily click right then and there to follow your page.

Obviously, if you choose to put out this type of ad, you want to make sure that a) the image in the post will be an attention-grabber for your target audience and b) the text in the post is succinct and includes a call to action.

To Create a Page Post Like Ad:

  • Post your status update on your page.
  • At the top of the Power Editor dashboard, click "Ads" and choose the campaign the ad is for, or click "Campaigns" to create a new campaign.
  • Choose "Ad" in the "Type" drop-down menu and select "For a Facebook Page using a Page Post."
  • Fill in your preferences for the ad.
  • Click upload!

Not sure which to choose? Treat your Facebook ads like a scientist and design an experiment. Set aside a set amount of money, set that figure as your campaign limit and give it a go using your brand-new Power Editor to target the exact right niche.

If you feel like you're "too busy for Facebook ads," consider setting a time limit for yourself, too. For example, set aside one hour a week to create and monitor your campaigns. This will help keep this channel manageable.

Check your results when you're done, tweak your approach and give it another go. Keep at it with the Power Editor, and your actions are sure to create results!

To get started with Facebook Power Editor, visit this link using Google Chrome.

References:

1 Social Media Today, "Understanding Facebook EdgeRank," http://socialmediatoday.com/pamdyer/1441041/understanding-facebook-edgerank-infographics.

2 AdRoll, "Facebook Exchange News Feed by the Numbers," http://blog.adroll.com/facebook-exchange-news-feed-numbers.

 

Using the Power of Storytelling to Get Your Marketing Heard

Kevin McArdle

By Guest Author, Kevin McArdle

If you want to get your prospective customers' attention—and stand out in your marketplace—you need to tell your story in a way that's compelling, relevant and meaningful for your prospects and customers. Otherwise, you'll create marketing messages that your prospects simply tune out, making both you—and your products and services—invisible.

If you take the content of your typical communications—your emails, your website, your blog posts, one of your marketing brochures, a phone call or a face-to-face meeting—how much of that conversation is about you, your business, your product or service and the customer's future outcomes?

Here's why this is a problem: when you're so focused on telling your story, you position yourself and your product as the hero of your story. This leaves your customer on the sideline as simply an observer of the story, not a participant in the story.

You can absolutely strengthen your marketing story by casting your customer as the hero. To really understand this, we need to look at story in and of itself, including how story is structured and why it's so effective and meaningful.

I'd like to refer you to a book that was written by Joseph Campbell quite some time ago: The Hero with a Thousand Faces, which George Lucas cites as his inspiration for his Star Wars series. In this book, Campbell introduces what he calls the "hero's journey."

The basic structure of the hero's journey is this: The journey starts in a time when the world is normal. If we think about the Star Wars movies, Luke Skywalker is working on his farm with his aunt and uncle. He's living his day-to-day life. But then something changes. This little droid shows up with this video of Princess Leia, who's in trouble. She's making a plea to Obi-Wan Kenobi.

So something changes in Luke's world and turns things upside down. Luke struggles. He doesn't know what to do.

Then, all of a sudden, a mentor shows up: Ben Kenobi, who we all know to be Obi-Wan Kenobi. And that mentor helps Luke bring some clarity to his life. He also gives Luke some purpose and focus and equipshim to be successful in this journey.

So then Luke, our hero, accepts the quest and goes on a journey. In the process, he transforms himself and his world. The world is a better place as a result of that journey.

This is a typical framework for a story, whether it's a verbal story, a written story, a movie or a play on Broadway.

The reason this is important is that it brings us to the question about the hero of your story.

To answer that question, let's take a look at another Star Wars character: Yoda. Luke's first mentor, Obi-Wan Kenobi, is gone. And our hero, Luke Skywalker, is still struggling. He's trying to get clarity to face off against this dark, evil foe, Darth Vader and the Empire. And along comes this mentor, Yoda. Like Obi-Wan, Yoda brings Luke clarity and equips Luke to be successful.

So here's my question to you: In your story are you Luke Skywalker or are you Yoda? Most of the messages I see out there today cast your business as Luke Skywalker, the hero.

Here's why this is a problem: you are not Luke Skywalker. You are Yoda, the mentor who is helping your customers be successful. They struggle and resist their situation. They're floundering. They need a solution to their problem. You enter as the mentor. You help them get clarity and you equip them to be successful. They accept that quest and you help them grow. In doing so, you bring value to them in some important way.

This is really a mindset change. You have to shift your thinking. Instead of casting your product as a hero of the story, you need to cast your customer as the hero of the story.

Let me give you an example of what that might look like. Here's a traditional example from a temporary staffing company that I've done some work with.

Here's the before example:

Our best-in-class Intra-View Job Preview Solution and the INSPIRE Compensation Program will keep your business growing and moving forward.

This language is all about the company and their solution. The language focuses on "we" and "it." The customer is a bystander and an observer in the story.

Let's translate this. Let's make the customer the hero of the story and cast the company as the mentor. Here's the after version:

What would it cost if 70% of your temporary staff had to be replaced before the assignment ended? That's the average turnover for most staffing firms. But you can't afford to be average when it comes to managing your costs.

So now, notice what's happened here. When we said, "What would it cost if 70% of your temporary staff needed to be replaced before their assignment ended?" we've gotten our prospect's attention with an unexpected challenge or question. So, their world was normal, and then something changed.

And then we tell them, "Okay, that's the average turnover for most staffing firms. But you can't afford to be average when it comes to managing costs, so we won't let you."

So what happened? We're giving your prospect an emotional experience by narrating the struggle that they have to overcome. This new approach challenges them to find a new way of doing things and a new way of thinking about their business.

So now, enter the mentor. You are now the mentor. You're Yoda showing up in Luke Skywalker's life. And here's the end result. You're going to galvanize your prospect's response with an eye-opening resolution that calls them to action, such as:

You'll get significant business benefits from our 98% job completion rating, such as avoiding unplanned and unwanted turnover costs.

Notice the language here. The before example is all about "we" and "it." And the after example, where we now cast the customer, or your prospect as the hero of the story, we're now using "you" phrasing. "It will cost YOU." "This is the average turnover, but YOU can't afford to do this." "YOU'LL get these types of benefits and results." We've now cast our prospect, or our customer as the hero of the story.

This is an incredibly important concept for messaging in today's world. This framework of making your customer the hero makes your stories—and your marketing messages—much more relevant and compelling. It will help your messages cut through all the noise and distraction out there, all the things that are constantly competing for your prospects' attention.

It will also put you leaps and bounds ahead of your competitors, who likely haven't discovered this distinction.

Start casting your customer as the hero today. Pick one of your marketing pieces—a page on your website, a sales email—and see whether it's written around your product or around your customer. Try changing some of that product-centric language to "you"-centric language, modeling the example above, and I guarantee you'll see a difference in your response rates.

Six Deadly Marketing Mistakes

Miscasting your product as the hero of your story is just one of the six deadly marketing mistakes I'm seeing many companies make today. To discover the other five mistakes that are derailing your marketing efforts, I invite you to read my new book, The Six Deadly Marketing Mistakes—and How to Fix Them. You'll discover how a few simple adjustments can significantly improve your results—and create marketing strategies that get results.

To get your copy of The Six Deadly Marketing Mistakes—along with a complimentary copy of the audio version—visit McArdleBusinessAdvisors.com/books.

Kevin McArdle is a veteran entrepreneur with more than 25 years of domestic and international business experience. Kevin has spent a significant portion of his career showing companies how to position themselves ahead of their competition, even when they aren’t the lowest-priced provider in the marketplace. After helping hundreds of emerging, mid-market and Fortune 500 companies build market share and grow revenues, Kevin has earned a reputation as a thought-leader in value-based sales and marketing strategies. He lives in St. Paul, MN, with his wife, DeeAnn.

Books Worth Reading

Jab, Jab, Jab, Right Hook: How to Tell Your Story in a
Noisy Social World
By Gary Vaynerchuk

"Your #1 job is to tell your story to the consumer wherever they are, an preferable at the moment they are deciding to make a purchase." —Gary Vaynerchuk, Jab, Jab, Jab, Right Hook

The accusation is everywhere: social media just isn't converting to sales. In his new book, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, Gary Vaynerchuk offers this telling statistic: one in four people use social media to inform their purchasing decisions. So, maybe the problem isn't with the platforms, but how we've been using them.

Vaynerchuk comes to the rescue with Jab, which offers a training camp on today's most important social media sites. The book centers around his formula which mixes jabs—the lightweight pieces of content that benefit your customers by making them laugh, snicker, ponder, escape—with right hooks, the calls to action that directly benefit your business. It's that combination, executed with a strong grasp of each platform's "native language" that will help you get the results you want from your social media efforts.

If you've felt at all adrift regarding your social media strategy—or you haven't been seeing the results you'd hoped for—Jab is a worthy investment of your time and money. Vaynerchuk goes through the top social platforms—Facebook, Twitter, Pinterest, Instagram and Tumblr—in great detail, providing real-world examples of best and worst posts from major brands. These examples, presented in full color on the Kindle edition, make it very clear what works on each platform—and what doesn't. You'll gather a number of ideas for your own brand from these rich models and from the detailed strategies he offers for
each platform.

Vaynerchuk also offers a number of strategies and resources to help you amp up your brand's storytelling. His six rules for outstanding content will help you create the jabs and right hooks that are relevant to your customers—and produce results. In Jab, you'll discover how to create the kind of content that not only makes people pay attention, but also produces real results. "Great marketing," Vaynerchuk writes, "is all about telling your story in such a way that it compels people to buy what you're selling."

So many businesses and brands that we work with maintain a social media presence because they feel like they have to. Jab will show you why social media is one of the most effective ways to engage with your customers. It will show you how to do it well, and it will show you how to make it personal, enjoyable and fun. If you've spent any time questioning what you're doing on your social media this past year—or why—pick up a copy of Jab.

To get your copy of Jab, Jab, Jab, Right Hook, visit Amazon.com.

Make, Market, Launch IT Consultants

Need Some Help Creating Your Product?

Join us in San Diego

Look no further than our Make, Market, Launch IT Certified Consultants. They've received personal training from Pam & Mike on the Make, Market, Launch IT seven-step system for getting your product to market, successfully and profitably.

They can show you how to discover your ideal target market, how to create your product to appeal to those potential customers, how to market your product successfully and how to make sure you make a profit. No matter what phase of development you're in, an MML Certified Consultant can help you get the momentum you need to get your product to market.

Get to know our Certified Consultants in our Digital Café Directory. You'll discover each of our consultants' specialties, qualifications and view testimonials and videos. You'll also find their contact information so you can reach out and see if there's a fit.

To get started on your product now, visit our MML Certified Consultants' Directory at DigitalCafe.com.

Upcoming Events

Make, Market, Launch IT LIVE! 2014

San Diego, CA
May 2-4, 2014

With just a few simple shifts, you can create a business that you love, one that supports your lifestyle, one that more than just pays the bills, one that fulfills you and brings you joy—without you having to be there to work in it, 24/7. If you're ready to make those shifts and discover a business that fulfills you, supports the lifestyle of your dreams, offers you the freedom you've always craved—and the revenue to make this dream a reality—we invite you to join us May 2-4 in San Diego, CA. During the event, we'll give you simple, easy-to-implement strategies that you can use immediately to make a difference in your business. We've also got a great line-up of expert speakers—and some fun surprises in store! Click below to find out more!

Registration is now open with EARLY-BIRD PRICING available for a limited time!

Grab your tickets at MakeMarketLaunch.com/event.