Sell Yourself Without Selling Out by Colin Martin - HTML preview
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Sell Yourself Without Selling OutThe Ultimate Guide to Building Your Celebrity Status Without Going Broke, Getting Laughed at or Burning in Hell For It Colin MartinCopyright 2011Who is Colin Martin and why should I listen to him?
I have been running my own businesses for almost 25 years. I have owned a recording studio, been an independent record producer and built a successful gift-ware company with my beautiful wife. I then moved on to Internet Marketing, working side by side with Tom Antion in his Great Internet Marketing Retreat Center in my hometown of Virginia Beach, as his righthand man and Marketing Manager. I was critical in helping him create the Internet Marketing Training Center, the only dedicated Internet marketing school in the country. I have built dozens of money making websites with hundreds of products for sale: e-books, CD's, training systems and membership sites. I have written 4 how-to books and a novel.
I have a passion for helping authors and small business people realize their dreams of entrepreneurship, but more than that, I care about authors finding their audience. Books and ideas shape the world we live in – the world my son will grow up in and raise his children. A dawning of a new age is on the horizon and I will stand with each author, seer, idealist and dreamer until the message of change has taken hold, and I will not give up on you.Visit a few of my websites: some of my biggest fans.
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To go beyond the standard fees in your industry whether it be as a public speaker, author, coach or consultant, you have to create celebrity in yourself. When people Google your name or the name of your business, which they often do before they hire you for anything, there better be thousands of results. Have you tried it recently? Why don't you try it now? Are the results as good as they should be? That's what I thought....
There are many factors as to why a particular business, online or offline, will not be profitable and go under. Marketing yourself has everything to do with the success of your business. No matter what industry you are in, the competition will be so great as to have your head spinning around or worse yet, you get disappointed and disillusioned with your endeavors and give up. There are too many factors that keep good people from getting their message out to the people that need to hear it. It's a crying shame, but it doesn't have to be...
How would the world be different if authors such as Deepak Chopra, Tony Robbins, Wayne Dyer, Stephen Covey and Louise Hay had given up just before they ever got published? Others would have come along, you may say to yourself, but how would you know? Each one of these authors plus hundreds more have something in common: they understand how to market and make themselves the celebrity in their respective fields. They didn't become celebrities because they were beautiful. They worked very hard to get coverage and "virtual real estate." Just like a VISA card, they where everywhere they needed to be, when they needed to be there.
Each one of these authors took to making themselves known in many different and varied ways. Some used radio, some used television, some used their web presence and some even used charitable events to show the world who they are. However they did it, and there are no limits to the creativity of building celebrity, I believe the world is a better place for it. Mark Victor Hansen and Jack Canfield, authors of the "Chicken Soup" series, never turned down a radio interview no matter how small the market. They were not only marketing with strength and conviction, they knew that a small market never stays small. Word of mouth can spread like wildfire just below the surface of your perception. You will never be completely aware of how many people listen to a broadcast, how it may be spread around, discussed at the water cooler or recorded and distributed by MP3 or podcasts. Small is the new big.Let me share with you something personal.
At the time of this writing my son just turned 17. He is going out into the world very soon without my guidance, without my protection. As sad as this makes me, I know that I have to trust him to see the signs in the world that will lead him in the right directions; to take action when educating himself about the correct actions to take. Without me there 24/7 to hold his hand, where will he learn the ideas and concepts that will shape his decisions to do the right thing? Sure, his friends may have the largest impact: his girlfriend, his teachers at college or his boss at work. These people may create a large impact because he will simply see them everyday.But there are other things he will see everyday as well.
I'm talking about books, articles, Youtube videos, television shows, television talk shows, infomercials, reality television, newspapers, speakers and presenters at school, radio talk shows and the multitude of media exposure that we all are in front of constantly. We are all influenced by these factors everyday and the things we see and the people we see on these outlets shape the very thoughts of our decisions, whether for good or for bad.
As a business person with a message, you can have access to all of these outlets to get the word out. It doesn't matter what kind of business or industry you're in, there is someone in the media or at a search engine or in a bookstore looking for the information that only you can provide in your own special way. Ok... there are more people out there with the same kind of information. But I said 'in your special way.' Yes. You are unique. Your particular message is as individual as you are. Don't waste it on these “Celebrity Killers” as I like to call them:
• Not feeling ready
• Not feeling attractive enough
• Feeling like your topic has 'already been done'
• Being scared to expose your opinion
• Feeling as if it will cost too much
• Not knowing what to say
• Not knowing where to start
• Feeling overwhelmed
• Saying to yourself 'No one will want to pay to see me'
• Believing that you're not worth the money
• Stage fright problems
• Video fright problems
• And a host of other issues that are very real....
We will be going through each one of these issues and identifying the sources and finding the solutions to these limiting beliefs that you and I have both been through and still go through. These aren't just issues in building celebrity. They can keep us from being even remotely successful, keep us from getting our message out, finding our voices and even limit the personal relationships we have with our spouses, children or friends. If we fall prey to these beliefs in ourselves, they will affect far more than just our businesses.Marketing yourself to the top of your industry means exposure. It's being in all the places someone of your expertise and stature should be. Let's go.I'm Not Ready
Keeping thinking this and you never will be. I've seen countless experts hold back valuable training that people need right now because they never feel ready enough to present forward. There is only so much that needs to be in place for you to begin, and for the most part, if you have been practicing your discipline for any amount of time and consider yourself an expert on a topic, you're ready to present it to the world. Especially if you have been charging clients a fee for your services, as far as the Internet is considered, you can move forward into blogging, writing, appearing on radio/television and speaking engagements and publishing your website.
If you have written a book or are in the middle of writing it, you're ready for promotion on every level. Do not wait until the book is published to start your marketing. It takes time to get the ball rolling:
• Websites take time to get good search engine placement no matter what anyone tells you. (There are shortcuts, however)
• Getting booked for a speaking engagement is great, but the speech could be months away.
• Many guests get a call from a television producer only when something newsworthy in their topic comes up. If your name is not previously on file as an expert they can call on, it will be too late to contact the producer. They will have found someone else to air in a pinch even though you may be the ultimate authority, just because you waited too long.
• There have been many authors/experts appear on major shows when their book is not yet finished.
• You could have cases of books sitting in your garage getting ruined from mildew while you are waiting for these marketing efforts to start rolling.
Promotion starts today. Period. If you have an idea and are serious to accomplish it, you are ready to promote it. Here are just a few of the things that you can do to get started:
• Make promotional videos talking about your topic. You don't yet have
• Building friends and followers on your social networking platforms. Create a buzz of potential customers just by networking and expressing your thoughts/opinions.
• Use those friends/followers to read parts of your book or use part of the training system to give you reviews and feedback. If this is your first big product, you're going to want to know how people feel about it before you invest too much time.
• Build up written, audio or video testimonials from those folks who have reviewed the book or system so they are ready to go for your product launch.
• Use articles, videos and blog posts to drive internet traffic to a web page where people can sign up for a free chapter. This will build a list of potentials when it's time for the product's release.
All these things take time, and the time to start is now. Just like a game of chess, you should be thinking three moves ahead of where you are at any given moment. While in the middle of writing your book, you should be putting the finishing touches on your website, booking yourself for speaking gigs and have avast array of written and video material ready for launch. By the time the book or system comes out, you should already be preparing the related spin-off products for creation: DVD's, workbooks, membership sites and personal coaching.I'm Not Attractive Enough (better known as “I don't look like a star”)
Ok. So you're not the most attractive person in the world. So what. Not every well known personality is the finest physical specimen (see Dr. Phil, Wayne Dyer, Neale Donald Walsh, etc). I'm not saying these people are unattractive, I'm simply noting that their fame had nothing to do with their looks. They are master marketers. And here's a piece of advice: There are millions of very attractive people who have contributed very little to society; who are unhappy, bored and confused about their direction in life. Being beautiful does not give you an automatic advantage. There are very talented people who have written books, but have no idea how to sell them, whether they are gorgeous or not. It's the person who knows how to market themselves, who knows how to reach the masses – those are the people that will rule the world.
Marketing is the secret that builds fame, that builds exposure and builds wealth. Sure, being attractive will help. But it will not guarantee success. As I stated earlier, there are millions of people who are attractive, but very few know how to become master marketers. Master marketers leave the rest of the world begging for their next product, their next move.
That being said, you do have to be aware of image when building your business. This can be easily overlooked when you're caught up in working so hard and preparing yourself for launch. Putting time aside for image work is critical to success, not just because you'll look better, but it will re-enforce your expertise in the minds of your clients. Every business or discipline has a corresponding look, feel or image to the general public. In other words, you have to look the part. So, it's not attractiveness that counts, it's the image and confidence level of your business that matters. Dr. Oz is attractive, sure. But there are three important things that subconsciously slip through when people see him: He's a real doctor and knows what he is talking about, he wears a white lab coat even when he's on a television show and he's on television shows. People believe he's the expert not because he's handsome, but because HE believes he's the expert and didn't make excuses. He put himself out there. He is a master marketer, unafraid of success.
Take the time to read and learn all you can about the image you want to convey. Keep in mind what others in your field are wearing, how they carry themselves. You don't want to be a copycat, but they have already established the 'industry standard' for the image at hand. It goes for rock stars, athletes, lawyers, writers, CEOs, you name it. Investing in an image consultant is a good idea or at the very least, get a few good books on the subject. Get advice from other people in your field and from family and friends. Keep in mind image 'musts': Career appropriateness, age appropriateness and the level of comfort for yourself. It must be genuine or people will see through it. You must feel good about how you look to convey the confidence level of a master marketer.
If you have ever read a book about dating (I didn't read one of these books until I was 40 years old, following a divorce), they'll tell you this: if you think you have to wait until you lose weight, grow more hair, get a better car or make more money to start dating, you'll never be ready. They are just excuses that hold you back from finding the right person for you. The same goes for marketing. Excuses, as you'll see from the rest of this book, are the number one reason people don't succeed in marketing or selling themselves. In fact, I dare say it's the only reason. Any other reason can be easily overcome, but self-doubt is the death knell of selling yourself. If you don't care, I don't care.My Topic Has Already Been Done
When I was a professional musician back in the 80's (yea, I know. I was in 'hair band' and now I'm practically bald), writing songs was a scary endeavor. Its not because it wasn't fun, it's because we felt that every song had been written. You know that same three chord progression: how many different combinations can there possibly be? Imagine if the Beatles had given up on writing music because the same three chords to “I Saw Her Standing There” were too similar to a thousand other songs by blues artists – 1, 3, 5 and 1. The world of music wouldn't be the same. I spent many unproductive years of my musical career feeling uncomfortable and getting nowhere because of the excuses I made: every song sounded like someone else's, I couldn't find an original message, I couldn't find an original hook. I was too engrossed in worrying about what everyone else had done to just go for it: to just play what I wanted, how I wanted and let the originality find its own way.
I'll never waste my time with worrying about that again. If you believe that every topic has been written about and every avenue explored, you better give up now because there's no hope for you. Topics, and how you look at them, are as unique as each of us. Because no one else has lived the exact same life as you in the exact same way, you have a unique perspective. Other people (think customers), only see things the way they do from a single perspective: their own. It's a cool saying – “Walk a mile in someone else's shoes,” but you can't. It doesn't work that way in reality.
You can only see things from your own perspective; how you grew up, what others told you, how you react to words or actions and your natural biases. Every other perspective is potentially new and original to them. Yes, most topics have been covered, but not in the way you see it.In the world of marketing, identifying a twist in a topic is the goal. There are a number of considerations when looking for twists:
• How has the news about the topic changed the way people see it?
• Has the topic evolved from a negative to a positive or vice-versa?
• How has public opinion changed about the topic?
• How do the events in your life make the topic more unique?
• How have you used the topic in your life as a benefit?
• How have new scientific breakthroughs or inventions changed the topic?
• What other elements of the topic can be altered? (time, intensity, shape)
• How can the idea be used outside of its original intent?
No matter what you are writing about: weight loss, natural healing, psychology, raw foods, happiness, there are new ways of thinking outside of the box and twisting it into something unique. Think about how many lines of thought have been written about happiness alone. From Aristotle to the Secret, no one can predict the new ways that an age-old subject can be twisted. Remember this: there are new generations of people born everyday. From the perspective of these young people, just thinking of some topics for the very first time, it's all new. Take parenting for example. When I was a kid, Dr. Spock was all the rage. Was there anything he didn't cover about parenting? But as time goes on and new influences come in and out of our lives, there is always something new to add to an old idea.
And many topics are time sensitive. Most people never think about parenting advice until they have a baby, then it's all of a sudden the most critical thing on their minds. They will go online or to a bookstore to seek information, and more often than not, they don't go after the older information such as Dr. Spock. They will seek out the most recent or modern information they can. Times are always changing. It's marketing that puts those resources into the hands of its customers. Again, it's what they see on television, what they hear on radio and what websites come to the top of search engine results. It's not by chance, but by strategy and technique that these resources become available to the customer's needs. Marketing is the strategy of matching consumers to the information they need.
I'll give you one example. Weight loss is always a hot topic. But twisting the other elements in a person's life that are important creates an even hotter topic. “Lose 30 Pounds in 30 Days” takes the pressure off of the actual diet plan and addresses another concern, time management. Some people have a limited time to lose weight such as wedding date or bikini season coming up. A twist like this takes another important concern of theirs and focuses on that instead of just another low-carb theory. Customers can be attracted to a title of a book for a ton of reasons, as long as you address their additional concerns.
If you believe that there are no new topics to write about, it's time to give up now. Don't waste your time writing a book you don't fully believe in. This is not the time to second guess yourself, your customers or human existence in general. You maybe smart, but you're not that smart. What time is it? It's time to get out a pen and paper and start writing down all the unique ways that your time-tested topic can be re-written with your unique perspective in mind.
This may not be the most popular excuse for not writing your book, but it is the most irritating to people like me, who know just how valuable your take on the things really are, and how badly people need to hear your unique perspective. It's lazy and selfish to think there's no room for you and that it's all been done already.I'm Frightened to Expose Myself and My Opinions
I'm not a psychiatrist and I'm not fully sure what this means on a deeper level, but I do hear this excuse often. I guess I'll try and tackle it here. I'm don't want to go in a whole dissertation on how your parents told you to be quiet growing up or that your classmates laughed at you when you gave a book report in eighth grade English class or even your spouse currently telling you that your opinion is 'stupid' or doesn't matter. I've been through all of that myself – we all have to some extent. The focus needs to be outside of yourself and your fears and directed at the millions of people that you could help create better lives for themselves, if you would just bite the bullet and do it.
You're an expert in something. Your talent should not go to waste. The element of fear about sharing has less to do with 'exposing' yourself and more to do with feeling as if you don't deserve it. I used to be a relationship coach just a few short years ago. Many of my clients were still looking for the 'one' not because of a lack of searching, but many truly felt they didn't 'deserve' to be loved, or to be that lucky. Beaten down by life's challenges and their parents telling them they were worthless, this created a guilt about creating wealth and abundance in their lives. Guilt about asking for what they are worth, guilt about being in the spotlight, guilt about having what others don't have. Even in marketing and business, just like in relationships, people don't feel as if they deserve success. I had a marketing client feel very uncomfortable about my helping her get a number one listing for her website on Google. I don't deserve that, she said. What about the other coaches better than me? I thought I'd never hear such a thing from a marketer, but it does exist.Business, relationships: it's all the same.
Let's change our perspective on this just a bit. Let's take the word 'deserving' out of the equation and look at your duty. As a human being, you have been given many gifts. By nature, by genetics, by God – you pick. It doesn't matter where they come from, but they're there and for a reason. Helping others is not about 'deserving' at all, it's about your place in the world, your calling and your responsibility. There is probably no mystery in that everything you do has repercussions, you've heard that before. But so there is in not doing anything as well. I know this analogy may be a bit far-fetched, but you wouldn't just drive by someone who needed real help on the side of the road. You wouldn't ignore the pleas for help from a stranger drowning. But there are people drowning very slowly everyday. From drug abuse, from alcoholism, from obesity and depression. As an expert, where does your responsibility lie? How can what you know help someone in need? Is it really a stretch that speaking in front of a crowd, writing a book or appearing on television could save one life? I don't think so. It's what you may have been born to do.
Taking the first step can be confusing, but allowing yourself to take the first step is miraculous. It not only changes the life an another, but your own as well. Find the help from a mentor who knows what you are trying to do. Make it your goal to spread the word as far as you can. Every small deed and every small web page has the possibility to reach many people, you just have to take the first step. In the words of Sarah Mclachlan:
Into this night I wander, It’s morning that I dread. Another day of knowing of The path I fear to tread.Don't make your calling and talents a path that you dread to walk upon. Stand proud and learn the tools you need to to succeed.This Is Going To Cost Me Too Much Benjamin Franklin said: “By failing to prepare you are preparing to fail.”
I could reprise the old guilt-ridden standard of “How much are you willing to invest in yourself?” into some new-fangled truism for the twenty first century, but I won't. That's because when money hungry gurus and get-richquick schemers want humongous amounts of cash to keep their boats afloat, I know far too many ways to create a master marketing empire for the smallest investment possible. I'm not tooting my own horn here, I just would rather make money and make an impact than nickle and dime myself into bankruptcy. Investing in your business is what it is, but it doesn't have to be a psychic drain on your expertise. There has never been a better time to be in business, in my opinion, from the standpoint of your return on investment on the internet. Reaching a world-wide audience is cheaper than at any other time in history.
It's not about investing in yourself, but preparing ahead of time for the tools and education that you'll need to succeed. When things start to click and take off for your business online, you don't want to slow it down by not having the tools in place to take advantage of it.
The main modes of publicity, those tools that expose your business to your potential customer base, cost time but very little money but more than that, take a simple understanding of how they work effectively and how these tools fit work together in tandem to build a solid unit of business.
• Sending out email inquiries for joint venture partners.
• Emailing blog owners asking to write a guest post.
• Sending physical mail to television and radio producers.
• Building your social networking platform.
• Distributing videos across the web.
• Submitting articles to major websites for publication.
• Commenting on forums and discussion boards.
• Responding to reporter requests at Haro.com and Reporter Connection.
• Crafting newsletters, adding affiliate programs and more.
• Overseas outsourcing firms ($5.00 – $7.00 an hour)
• Bid on per project tasks at sites such as Elance.com or Fiverr.com
• Hire a high school or college student a couple of hours a week.
• Hire an intern. Yes, solo entrepreneurs can hire unpaid interns to help them.
• Trade services in exchange for your coaching or pay them in products.
I ran across one business owner who let people help him out on his internet marketing in exchange for learning how to do it. For the student, it was like a poor-man's mentor program: getting the inside workings of marketing techniques in exchange for a few hours a week of online tasking. For the student who can't afford to join a marketing mentor program it is a valuable learning process and it's an alternative solution for the business owner who can't afford to hire a real employee.
And getting help is just the beginning. All of the programs you'll need to run your business online can be found for cheap to free. Many software programs are open-source, meaning that people create programs and let you download them for free in exchange for adding elements to the program, they may put advertising on the program or just may want a small donation. Here are just a few of the free programs I use everyday:
• Audacity – a free audio editor that can create a master CD recording for you. Record, edit, mix and master in .wav format.
• AnyMeeting – free webinar software that manages customer registrations, records the meeting for download and more.
• OpenOffice – a powerful Word style processor that I write all of my books and articles on. It comes with its own PDF creator as well.
• GoogleDocs – a free Powerpoint style presentation creator. Include images, videos and more.
• Vervante – send your audio files and Word documents and they'll make CDs, DVDs and printed books for you and ship them to the customer. They only charge you when you sell a product. You can create a store of dozens of books and CDs with zero money up front. CDs are as little as $2.85 a copy.
• Super Screen Capture – free screen-capture software for PC.
• Filezilla – free file-to-server transferring software.
• Wordpress – free website / blogging software builder with easy templates.
• PixelPipe – free mass image up-loader. Send an image or video file to dozens of hosting and social networking sites at one time.
• TubeMogel – free mass video up-loader. Send video files to a dozen hosting sites all at once.
• SurveyMonkey – free polling software.
• MailChimp – free email program and autoresponders up to 2000 clients.
• Nvu Web Editor – a free website builder similar to MicroSoft ExpressionWeb.
• FreeConferenceCall – a free access conference/bridge line for up to 100 participants. Great for beginning teleclasses.
• Goolge Analytics – a must-use program that tells you critical information about your website traffic: where they came from, how they got there, actions they took on your site and keyword reports.
• social networking is free
• video hosting sites are free
• there are free blogging services
• chat rooms, discussion boards and article distribution sites are free
There is very little left to pay for. I pay for my shopping cart system ($79.00 a month), merchant accounts and payment gateways ($40.00 an month) and my website hosting fees ($10.00 a month) plus my internet connection and cell phone. I use all of this to run a vast array of websites, affiliate programs and sell hundreds of products. I have used interns and students I found on Craigslist.com to help me with my tasks.
I have invested money into video equipment, audio recording equipment and membership site software, but only added these things after I started making money. You don't necessarily need all of these things up front to make money or promote your books.I Don't Know What to Say
Being an expert in your field, you have a wealth of information that most of the planet doesn't know about. If you look back at all of the papers, articles and lectures that you have written, you'll find a vast amount of material that can be re-used for video scripts, transcribed into books and scripts for teleclasses and CDs. This re-using of old material into new is called repurposing. It is where many master marketers get their training material. You have to concentrate on how to get this material out from your brain and personal experiences and onto paper.
Not only may you have your expertise, but you have a unique perspective about that expertise according to how you have lived your life, your travels, the people you have met and the jobs that you have had. There is untapped wealth inside of you that a mentor can bring out into the open. Identifying a niche is also important. Your broad knowledge on a subject could be very competitive, but how you find subtle sub-topics to write about can be a gold mine.
I spent many years selling jewelry at craft shows and mall stores. I supported my family for years from this career and went and received a degree in Gemology when I was already in my late 30s. After I discovered the power of the internet, my first product I ever sold was “The Ultimate Guide To Jewelry Business Success,” an e-book that brings in thousands of dollars a year. This book is based on my years of selling jewelry and because I identified a niche market, that few people were writing about, I have the number one listing on Google for this topic and am considered the expert in this field. The funny thing is that I have no real formal education in this topic and it is even written under a pseudonym, my real name is not connected to the book. Don't ask me why, it just turned out that way. The book can be purchased from my website, on Amazon Kindle, from other affiliate sites or a printed book from Vervante.
Inside of the e-book are links to other affiliate products such as software programs and e-commerce systems that one would need to help run a jewelry business. I make tons of extra revenue from these commissions in addition to the sale of the book. If had published under my own name, I could have made even more money with speaking engagements, teleclasses and coaching. That's a mistake I won't make again.
I know a man who spent years selling hotdogs from a pushcart and after he retired from that, wrote an e-book about how to start your own food service business selling at events and festivals. He says that in some years the sales from the e-book have surpassed his pushcart sales. He was not a professional author or a college grad, he just found a niche teaching people the lessons he learned from all of those years on the street, from his computer and the comfort of his own home. What experience do you have that can be turned into a marketable product? The possibilities are endless. Something about your life is unique from everyone else's. It's in this uniqueness that you will find your voice and the products that can make you money.
Many marketers have spent time researching subjects they know nothing about and hired ghostwriters to pen the book. In the self help market, this happens more than you think. And you never know by just looking at it. They went this route because they identified a niche that was previously untapped, with a ready and waiting base of customers. Finding these niche markets will make you the expert on the subject and by utilizing master marketing techniques, you can be highly sought after for interviews, speeches and personal training. You have the voice and you do know what to say. Just try and look at it in a different light.I Don't Know Where To Start
This is by far one of the most popular excuses I've heard. You have spent many years in college learning your discipline, you have spent many years in your practice with clients. Now you want to take that giant leap and put yourself out there as the ultimate expert in your field, raise your fees and sell books and products with internet and traditional marketing. Where do you start?
No matter if you're an actor, musician, athlete or business person, finding a coach to help walk you though the process of building your practice not only saves valuable time but also gives you the motivation to keep going. A good coach will motivate, not just teach. A coach has a step-by-step plan built upon the mistakes he or she has made that helps the business person keep on the right track. Finding the right mentor is probably the first step in tackling the goals you have for your business.
There are two places you can look for the things you need to succeed: your own life experiences and the experiences of others. Getting the right training can save you a ton of money, time and heartache. You need to talk to someone who has done the same things you are trying to do and made the mistakes that you don't want to make. Mistakes are costly in this business. Every time you open your in-box you're flooded with offers about how to make a fortune on the internet, and most of them are wastes of money. The so-called 'mentor' will disappear with your money and won't answer the phone or even your emails. The teaching could be out-dated or even worse, could get you banned by the search engines if you try and implement them into your business. Just to let you know, I'll clue you in on some really bad ideas that aren't necessarily scams, but are just plain not necessary for you to worry about:
• Link Farms – stay away from people who say they will add your link to a bunch of websites for a fee. These sites could be either devalued by the search engines or have been banned altogether. A link from these sites to yours could be trouble.
• Mass Article Distribution – while it sounds great to have your article published on hundreds of websites, you will get neither quality traffic or a quality link back to your site. Most of these article farms are on the verge of closing down because of lack of traffic. How would this benefit you? It wouldn't. The links no longer count towards search engine positioning so it's a total waste of time. Your money would be better spent on an intern researching major websites that would like to publish your articles as their guest expert.
• Article Spinners – very popular right now, but don't do it. Spinning is where a software program 're-writes' an article to make it look like a new one, supposedly saving you time writing. The high quality article marketing sites such as Ezinearticles.com can spot this a mile away and won't publish them. Do this too many times and you'll get your account shut down. For an old article to look like a new original piece, it needs an 80% re-write and article spinners are only good for 30% at best. Search engines frown on too much duplicate content anyway. Do yourself a favor and sit down and write. That's how the best authors and trainers do it.
• Mass Twitter Followers – 20,000 worthless followers that don't really exist or haven't logged on in a year will do nothing for your marketing. Yet there are thousands of these Twitter services out there, I get 20 emails a week trying to sell me on them. And I've seen my own clients try this when I told them not to, just because it sounded like it couldn't hurt. Maybe it doesn't hurt, but it is a waste of money. You can have 400 Twitter followers that you attracted the proper way and have them convert tens times the amount of sales that 20,000 crappy followers will.
• Banner Ad Space – an excellent idea actually, but where beginner marketers make their mistake is trusting the traffic totals that the website tells them. They may say their getting 70,000 views a week and basing their ad rates on that. But without doing proper research and asking the right questions, you'll never know that they only get 5,000 a month. Every website fudges their traffic numbers just to look better, it's worse than income taxes.
You know, I could fill the rest of this book with this topic, but I'll stop here. Why? Because it's easier to just have someone tell you where to go and what to do next than to try and learn everything about marketing: what scams to avoid, what is yesterday's news, what's a waste of time. You have other things to worry about such as writing your book and keeping your career afloat.
When looking for a mentor, just don't go by the numbers. If a guru made millions of dollars on the internet years ago, does that mean he/she knows what is applicable today? The internet was a vastly different place just a few short years ago. Things change online almost daily. As with any other business, professionals who commanded the stage in the early days and were wildly successful can grow complacent over time, and stop short of doing the needed research it takes to stay on top of a fast changing environment like the web. It happens to actors, musicians, authors, anyone who is creative yet running a business in such a volatile market. Make sure your mentor really stays on top of all the changes you'll need to know about, not just riding a wave from the past.
Your mentor needs to also be aware of what kind of person you are, not just what kind of business you own. And yes, there is a huge difference between personality and business. Many self help authors are spiritually based. They have disciplines in New Age thinking, metaphysics, Holistic beliefs, even some occult philosophies. Some are Christian based businesses, some base their marketing techniques on the Law Of Attraction. Whatever you believe in, your mentor needs to know and understand that aspect of you. Without a sympathy towards one's belief system, a mentor can wreck the confidence of a beginning marketer and fail them in the goal of building wealth. Your business needs to make money and it needs to make an impact to help all of those around you that need it. Your small business is no different than a major corporation in how it should market itself for success. But small businesses typically have a philosophy tied to how it operates. Your mentor has to at the least, understand that philosophy and at the worst, not ridicule you for your beliefs. It happens all the time, I've seen it personally. When looking for the right mentor, ask questions.I Feel Overwhelmed
Yes, I've been there too. The real danger of this issue is that it's not an excuse that people have up front, but a problem that raises its ugly head after they gingerly dive into a marketing program and are well on their way to making something of themselves. All of a sudden, they implode. This can be one of the more subtle, yet powerful celebrity and business killers out there. When taking a step back and looking at the road ahead, it can seem a bit daunting. There are literally thousands of things to do with no clear road map of what turns to take next.
A good marketing plan needs to be drawn out with certain goals in mind. A step-by-step direction towards one goal at a time. The danger in trying to do too much is that nothing ends up getting done, or projects go unfinished that drain time and money. This section won't dwell on how to get everything accomplished in a time sensitive fashion, the previous section on how to find cheap help covered much of that. Here we are going to discuss how to identify what things really need to be done, in what order, that will keep you on the straight and narrow. Some people believe that you have to have so much in place before moving forward, but it's not the truth. Certain goals can be met before much of the infra-structure of the business is still in development. It is a 'reverse funnel.' You start at a solid juncture and widen your marketing elements slowly as you go, branching out further and further into many different directions as you go. Papa John's, the pizza chain, started out with the owner John Schnatter cooking pizzas one-by-one in a small sub shop, then branching out into thousands of stores. Talk about reverse funnel! In fact, most businesses start out this way, it's no surprise. But in online marketing, I've seen a get-it-done-now mentality permeate business plans that both confuses the hell out of beginning marketers and stifles their best efforts in moving forward.
Here is why I think that is. Most internet marketing involves a business that is already been around a while in another form. It could be an author or expert that has been in practice for 20 years or more, and now they are interested in taking their career as far as it can go. They have spent those years building up the business one client at a time, and now the internet, with its lightening fast information portals and “How I made $100,000 in 30 Days” hype, gives a false sense of speed-to-market.
Yes. The internet is fast. And you could make $100,000 in 30 days if you really knew how. But for most of us, who have been building a practice or a discipline over a lifetime, the internet can be a confusing place of immensity and false promises. Here are some tips for where to begin:
Professionals with books to market: build a combination website / blog with Wordpress. This is an easy way to have a place for visitors to go and learn more about your business. You can build a Wordpress site for practically nothing and host it for around $10 a month.
Step 1 – pick a domain name for your website. Use keywords if possible first. Keywords are the words and phrases that people put into search engines to find the information they are looking for. Most professionals want to use their name or the name of their business. While it's great to start a branding strategy for your website, choosing keywords for you domain name will get you higher search engine results and attract new customers to your site. FastWeightLossForBrides.com is better than DrBobSmith.com. No one is searching for your name, at least not at first.
Step 2 – save your branding for your website design. Headers, theme colors and the general look of your site will convey the message you're trying to send. Find help someone with Photoshop skills to make your graphics and add them to your site. Look at other websites in your market and borrow design ideas.
Step 3 – sign up for an email / database building service like Aweber or MailChimp. They provide a sign up form that can be put on the website so visitors can opt-in for newsletters and download freebies. These days, you have to give away something of value in trade for someone's email. A free report with your ten best tips on your topic works best. Make it a download file such as a PDF or MP3. Those cost you nothing to give away. Building a database of subscribers is the single most important thing you can do when starting a website. These are you 'fans' and you can market to them all year long.
Step 4 – write your blog posts everyday. Blog posts come up high in search engine results and they are how your visitors will find you. You can explain your philosophy, build your expert status and promote your newsletter in posts. Posts should include videos of you speaking and being the expert in your field.
Step 5 – you may already have Facebook, Twitter and Youtube accounts. If not, sign up for them: they're free. You can link to your social networks from your blog posts and build up friends and followers to network with. Your videos that you make for your posts can be uploaded on these social networking sites as well. Videos come up high in search engines and can help drive traffic to your website.
Step 6 – take all of your blog posts, articles, papers and dissertations that you have and rewrite them into 500 word articles and set them aside. Start researching major websites and blogs that are looking for submissions and guest experts to publish. These sites will give you a link from their site to yours, helping build targeted traffic and a linking strategy for your business. Being published on major websites will quickly lead to building your expert status among the public, drive more traffic to your website, establish your name in the search engine results and build your database.
Step 7 – find a shopping cart or e-commerce system to start selling your book from your website. You don't wan to have all that traffic going to your site without a means to monetize it.
If all of this sounds too easy, it is. Following simple steps to lead visitors to you and start building your name out there in the world is quite simple. Don't be overwhelmed by jumping into things that are too complicated, waste money or are beyond your current understanding. The funnel will widen very quickly to include affiliate marketing, joint ventures, multiple product systems, radio and television interviews and seminar speaking. These 7 steps have to be in place for beginning marketers or you will be missing the basic elements of online marketing.
If you haven't yet written a book, these steps are still critical. By the time your book comes out, you could have already made a name for yourself on the web, making the book easier to sell when it's finally published.No One Will Want To Pay To See Me
As a professional, you may already be charging a standard fee for your advice and expertise. If you are not in a professional practice, you need the internet more than ever to establish that status for yourself. You don't have to have a consulting business of any kind prior to building a web presence. The internet can lead to many opportunities that create celebrity. When producers and reporters are looking for experts to interview, they turn to the web. Without a website, articles and videos promoting yourself, they will never find you. As I stated in the very beginning of this book, to go beyond the standard fees in your industry whether it be as a public speaker, author, coach or consultant, you have to create celebrity in yourself. The internet is the easiest way to do that. When someone searches for your name on Google, how many listing will there be? I hope not just one or two. That will not help build your status. You need hundreds of listings.
How? Well, let's add up all of your blog posts, all articles that you have published and distributed, all of your videos posted on Youtube and elsewhere, all of your social networking profiles and anyone on the web that has ever mentioned your name: clients, seminar attendance records, testimonials and comments on forums or discussion boards. This is called 'virtual real estate' and it could add up to hundreds, even thousands of listings. This is how you build expert web exposure. If anyone searching for your name is thinking of hiring you or interviewing you, they can see the value of your extensive reach online and pay you accordingly. You are no longer just the chiropractor downtown, you are an expert with a world-wide reach that can command a higher fee.
Writing a book can raise your consulting fee and celebrity status as well. Here are some important reasons to start writing and how they can increase your overall business:
1) Help you get more business- A book can be used as a powerful calling card for your business that can attract customers. Whether you are a chiropractor, dentist, holistic practitioner, nutritionist, life coach or any other type of professional, your book can be passed around in a viral manner attracting a ton of new business.
2) Make you stand out as the expert – In every field of discipline, there are experts that stand out and recognized. For the most part, expert status can be attributed to a book they have written where their philosophy is clearly spelled out and people instantly realize that this person is the authority.
3) Get higher quality presentations without cold calling – Getting higher fees and more exposure will put you in front of the eyes of meeting planners and seminar leaders that will want to hire you for their sessions. Cold calling means begging for or trying to ‘sell’ your speeches. Make them come to you.
4) Create an income stream – A book will make you money. You can self publish and sell at your speeches, put it on Amazon, sell it from your website or even pick up a major publishing deal with advances, book signing tours and shelf space in book store chains.
5) Get booked on TV – Most media outlets like to book guests that have been published. It makes the guest seem more credible for their viewers.
6) Expand your networking- A book exposes your expertise to thousands of joint venture partners that you can collaborate with and strike up new business ideas and deals.
7) Create a coaching system around your book- Your book can be the start of a major system of coaching for your clients including DVD’s, CD’s, training systems, workbooks and private mentor programs and retreats.
8) Spread your name throughout the internet – Everywhere your book is sold online, which could be thousands of places, your name will show up in search results. This is an important part of the decision making process for meeting planners, media staffers, networking partners and even your customers.
9) Meet people, become famous - Hanging around with other famous people will rub off on you. The life of an author/celebrity/expert is one of fancy parties, traveling to interesting places and being in the spotlight. A book can help you break into the ‘circles’ of celebrity experts that most of us can’t enter.
You are worth it. If you don't think so, get over it. People will pay to see you and hear your advice. But just like an actor or musician, the more exposure and name recognition you have the higher your fee will be. There are no record deals for self help authors, you have a responsibility to create that name recognition yourself using the power of internet marketing.I Have Stage Fright
When I was ten years old and in Boy Scouts, my troop leader asked me to get up in front of the campers, about 100 of them, and talk about how the Boy Scouts had made a difference in my life. I begged him not to make me do it. I had never been so terrified in my life, which only made the troop leader try and get me up there even harder so I could learn to get over it. I cried and begged, pleaded and cried some more, to no avail. I did the speech. I hated it and I think I passed out a few minutes later from hyperventilating and ended up in the first aid tent.Flash forward 35 years to a major event in Los Angeles at the LAX Westin hotel for a speaking engagement in front of 200 seminar attendees.
• The topic: social networking strategy.
• The result: shaking so hard that when I tried to take a drink of water, it spilled all over my notes.
• The point: some things you just never get over.
Yes, I have stage fright, but I get up there anyway. I try and think of all the positives of why I'm there. I'm respected, my advice is sought after and I'm helping people realize their dreams of helping others. All great points indeed. I still have stage fright. I think most speakers do. What I find funny is that the public speaking coaches that I know personally, who are specially trained in helping you get over stage fright, don't suffer from it themselves. They are trying to teach you to deal with something they know nothing about.
What is the point? It's that there are a million tips to get over stage fright on the web, but you have to find what works for you personally. Some of those may help. But for the most part, they don't. You have to look inside of yourself. You have to understand the real importance of why you are up there. There is a deeper meaning to standing on a stage and speaking to total strangers.
One of the biggest factors in getting over stage fright is knowing what to expect when you're up there presenting. What drives the fear of speaking really? It's not a lack of self esteem as most would have you believe. It's a lack of knowledge. What goes through most people's minds while they approaching the stage?
• What if I forget what to say?
• What if my tie is on crooked?
• What happens if the microphone cuts out?
• What if my Powerpoint projector fails?
• What if I run over my allotted time?
And many more 'what if's.' What we feel is that if any of the above happens we will look stupid and get embarrassed. Knowing how to handle these situations gives you the power to command the stage, thus giving you confidence in your presentation. You know how to prepare for any problem that can happen and you look like the professional to your audience. They feel confident when you do, and their comfort level is what's important when trying to teach them or sell them something.
You have to find a speaking coach if presentations are going to be a part of your success model. And I have never seen a business where it didn't play a huge part. As I stated earlier, most speaking coaches do not suffer from stage fright themselves, but they should have done so many speeches that they know all of the tricks of trade when it comes to preparedness. There is a huge checklist of important things to think about, that no matter what happens, they have it covered. This 'knowing' is the biggest factor in eliminating stage fright. You have to practice and you have to practice with confidence. There isn't anything that you can't be prepared for with the proper training.Visualization strategies that can be used anytime:
• Concentrate on how good you are.
• Pretend you are just chatting with a group of friends.
• Close your eyes and imagine the audience listening, laughing, and applauding.
• Remember happy moments from your past.
• Think about your love for and desire to help the audience.
• Be extremely well prepared.
• Join or start a Toastmasters club for extra practice
• Get individual or group presentation skills coaching.
• Listen to music.
• Read a poem.
• Anticipate hard and easy questions.
• Absolutely memorize your opening statement so you can recite it on autopilot if you have to.
• Practice, practice, practice. Especially practice bits so you can spit out a few minutes of your program no matter how nervous you are.
• Be in the room at least an hour early if possible to triple check everything. You can also schmooze with participants arriving early.
• Notice and think about things around you.
• Concentrate on searching for current and immediate things that are happening at the event that you can mention during your talk (especially in the opening).
• Get into conversation with people near you. Be very intent on what they are saying.
• Hide notes around the stage area so you know you have a backup if you happen to draw a blank.
• Shake hands and smile with attendees before the program.
• Say something to someone to make sure your voice is ready to go.
• Avoid caffeine, tranquilizers or any such drugs.
• Take slow, deep breaths for a few minutes.
This is very common, but can be much easier to get over than stage fright. I think it's the disconnect people feel being put on the spot without anyone to really talk to, just an impersonal machine. There is a lot to be said about the unforgiving nature of video as well. It catches each and every imaginary flaw we think we have or we don't know how to stand or sit or turn. Speaking can be very dynamic with movement, music and a connection with the audience. Video can seem very isolated. Again, as with stage fright, coaching and being prepared can quickly eliminate the video fright problem.
So many of the professional public speakers I know have an aversion to being on camera, even though I assumed that they would be the better candidates for videos. I on the other hand grew up making films, acting in video productions and making music videos for my bands. I hated speaking in public as I said earlier and suffered terrible stage fright, the opposite of my speaker friends. To get over my stage fright, for many years I pictured a camera being in the back of the room that was filming me. For some reason it made me feel better. It had everything to do with familiarity. Growing up on video gave me a preparedness for what to do.
Finding the right coach for video is the key for success in this medium. Someone who has experience with all of the elements for making a great production:
• Scripting – what to say and for how long.
• Lighting – make your video look like a Hollywood production.
• Framing – creating intimacy for your viewers.
• Locations – your background says a lot about your business.
• Products – selling your stuff on video.
Video production is so easy after you learn what to do. The problem is that most people don't know where to look for training. The information on how to use these techniques are not readily available online, and are usually kept secret by video production houses so they can charge you big money. However, you can make effective videos at home that look just like ones the big companies charge thousands of dollars for, with a minimal investment of $200 – $300 in equipment. It has nothing to do with how fancy the equipment you have is, but all about your 'eye' (or how you see the shot in your head), and also how you prepare ahead of time for your filming using storyboards and scripting to capture how you want your video to sound and look. Most people don't ask, so the information is a little searched-for topic.But video is changing the way we are doing business online. Just about every website now is utilizing video to:
• Welcome visitors to their site.
• Help people navigate the site.
• Train their customers on how to use certain products.
• Sell their products.
• Show customer testimonials.
• Drive traffic to their websites using hosting sites like Youtube.
• Creating online television shows.
• Sending video emails.
• Creating video sales letters.
Having 'video fright' can cost your business greatly. If you aren't taking full advantage of online video production, you're being left behind by your competition. Video is taking over the web and with the increasing mobile technology and usage growing, it will be the main player in the dissemination of information.
How you look on video in combination with your message is the number one cheapest and easiest way to grow your web traffic and build your credibility as the expert in your field. If you haven't practiced with making your own videos for your business, you will not be ready when a major television program needs to interview you as the expert. You will feel and look uncomfortable and your message and your chance to make an impact will suffer as a result. As I talked about in the beginning of this book, most authors in the self help genre are well known because of television. They have practiced hard to say the perfect sound bites, look comfortable on camera and sell their stories and products in 30 seconds or less. You can take advantage of this powerful medium for building your expertise by learning how to make the best videos you can at home. Out of everything we have covered so far, this is the highest priority for gaining notoriety in your field and using this new tool for the web to grab search engine placement.
Just because of how important this aspect of your online and offline publicity I believe this is, I'm going to give you this Video Production and Marketing Fast Track Guide at no cost to you. Read it. It will change the way you do business on the web. Notice I didn't say anything about this free guide in the initial promotion of this e-book. I figured that if you have read this far, you deserve a reward for your dedication to your business.
Video Production and Marketing Fast Track Guide is a 27 page e-book that covers cool and eclectic techniques for scripting, marketing and more. It's a quick read at only 27 pages, but it will put you on the right track to introduce you to video production and marketing. It will make you far more familiar with what video is and why we use it, taking away that uncomfortable and unprepared feeling that is the basis to “video fright.” Yes, I believe in it that much. Do it for yourself and your business.How I Can Help
As an author, you only have one shot with this particular book to make the biggest splash. Your topic may be timely and the information too important to wait forever to get publicity. Yes, every author thinks their book is the most important. But I really believe you have been given a gift; a gift that needs to be shared with the world, not left sitting in boxes in your garage or lonely sitting on a website that know one comes to. I think you should be rewarded for your long years of expertise and training. You should benefit from the trust you have built in your practice. But most of all, I want you to meet the people out there that are desperate for your help, your information, your gift. I have the experience in all of the topics we have discussed in this e-book to help you with your business. Your book and products are important to me and I want to help you succeed in selling them. I believe I have a unique perspective in marketing and I have a passion to help those that believe in themselves. While I have experience helping people with any kind of business, I especially have a soft-spot for the self help genre. Not just because I have helped coach that genre the most, but because they are specifically dedicated to changing the world. They seem to be the most misunderstood of all business people for reasons that we know but are often scoffed at. The pioneers always take the arrows. Being the first one to sell the world on an original idea or concept takes guts, and for this reason it takes a special person to understand how to market that idea. It's really all about exposure and confidence. It's not really all that hard when you put all of the elements together.
Please take the time to at least understand what your role in the world is as a self help author. People need you – people such as my 17 year old son who is just discovering his world. What do you have in your arsenal of expertise that can make his world brighter, more understandable? If you don't the proper training in marketing and publicity from me, get it from someone.Contacting me is easy. Write me at my personal email:
email@example.com . I answer all inquiries and there is no question too small, so just ask me. I know I can help you grow your business on any level that you choose.I can set up an initial consultation to see where you are at, where you want to be and what I can do to help you. Take advantage of this.
Visit my websites to get to know me better: Self Help Business Center – read what some of my satisfied clients are saying about me.
Big Money Author – my home-study course dedicated to authors who want to make the easiest and fastest impact with online marketing. Instructions on building your own websites, uploading to Kindle, making book trailers, powerful social networking techniques and much, much more.Colin's Blog – tons of posts with great information on marketing your books online and offline.
The Millionaire Marketers Club – my mastermind group of eager marketers with access to two teleclasses a month where you can get your questions answered and full access to over 170 hours of past teleclasses on every subject under the sun for only $9.95 a month.Thanks for reading and I'll see you at the top and I'll talk to you when you're ready! Colin MartinCopyright 2011 Martin Research International