Holiday marketing is already well underway, but it’s not too late to put into place some simple ways to boost your book sales over the holidays, particularly if you’ve got your books on Amazon.
Amazon OWNS the holiday sales season.
Everyone is in a buying mood from about the beginning of November through the beginning of January, so it’s the perfect time to piggyback on that trend and sell more of your books.
Here’s a quick timeline to guide your holiday marketing.
Early November to Thanksgiving
Emphasize in your social media and emails that books make wonderful gifts and shopping early saves time and stress
Offer pre-holiday book bundles if you have more than one book
Collaborate with other author friends and all offer discounts on your book on the same day(s) – send out an email and social media posts all on the same day to promote each other’s books.
Black Friday through Cyber Monday
Everyone is going to Amazon to shop, so remind people they can add on your book to their order and perhaps offer your book at a discount
Run ads in book deals newsletters that go out in this time frame.
Early to Mid-December
Offer a discount to colleagues/contacts who have teams and/or employees to buy your book(s) in bulk to go with their holiday gift giving
Donate a box of your books to a charity or not for profit that would benefit, and create a PR/photo opportunity to promote both you and the charity
Suggest to colleagues that putting a gift card or bonus check inside of a book instead of just a card is a cool and classy option for team members or clients.
December 20-24
Remind people that ebooks require no shipping
Use language that talks about last-minute gifts and stocking stuffers.
January 1-7
People want to spend those gift cards they got over the holidays AND they are looking to set their goals for the New Year – suggest that they invest in themselves by buying your book
Offer your book as a gift/bonus for those people who schedule discovery calls with you for your programs and services
Create a free book club around your book to start the new year off and do a series of 4 free calls going through what you’re teaching in the book – simply require that participants prove purchase of the book buy sending you a picture of them with the book (pssst- get permission and use those pics in your marketing later!)
Do you need to do ALL of these? No, but you may be tempted to! Choose one that feels most free and easy to you, and simply take action on getting that one thing done. Then, do another!
We’re always here to support you in your marketing strategy and implementation to get your message out to the world and reach more readers and leaders.
Which one of these will you use to sell more books? Let us know – knowing that you are out there fulfilling your dreams and goals is a gift to me 🙂
Are you launching a new book or do you want to revive an older title? We can help you reach new markets and leverage your hard work with Audiobooks – the fastest growing segment of the publishing world!
Did you know that you can reduce your stress immediately with simple vocal techniques? Here are two quick techniques you can try out today.
You’re in a state of tension, stress, fear, worry, or anxiety-and what happens? Your shoulders naturally raise to protect the vulnerable throat and neck.
In many cultural traditions, the throat represents the center of creativity, self-expression, and communication. It’s also the conduit between your body and your head/mind, representing the link between your thoughts and feelings, or the “Mind-Body Connection.”
When you create more freedom in your throat and neck, you open your ability to express yourself more effectively and generate a greater sense of confidence and well being.
The musculature of the throat is incredibly complex, and I think very beautiful with all its fine, interwoven connections that allow us such flexibility of movement. We often take for granted that freedom of movement until we spend too many hours at the computer, or experience high stress levels – then we sure do notice that tension in our throats, necks, and shoulders.
Since there’s no machine at the gym to exercise your neck and throat (I think I’m grateful for that), you can use your voice to release the tension in your throat and really, your entire body.
Here are couple of techniques you can try out today and feel free to let us know what you notice.
1. Sigh like my Italian Grandmother
My great-grandmother was a 4’5” marvel of efficiency and energy. In the afternoons when she allowed herself to rest in her chair for a while (usually while crocheting something), she would repeatedly release a deep sigh. At the time I wondered why, but now I know that she was releasing tension in her body.
Take a deep belly breath in through your nose and allow yourself to sigh it out. (Bonus points for allowing any sound to come out with the sigh.) The long exhale combined with the vibration of the “ah” sound triggers your parasympathetic nervous system and your body’s relaxation response.
If you’re trying to feel more relaxed before you work with a client, enter a meeting or wind down at the end of the day, this is one of my favorite exercises.
2. Try the “One Word Rant”
If you’ve read my e-book called “Solve Any Problem in 10 Minutes,” you’ve learned about the creative problem-solving technique I developed based on our very human tendency to worry and complain. Often, what is beneath our concern is something we are deeply committed to. Otherwise, we wouldn't get upset!
This technique allows you to quickly take solution-focused action, using what you're upset about as the access point. The result is feeling relieved, clear and more at peace due to the fact that you've given a voice to your concerns and addressed them in a powerful manner.
A shortcut version of this technique to simply release tension and clear your mind is called the One Word Rant. The word used in this technique is, “why.” Why? Because that's the question we're really asking ourselves at the heart of our stress and upset.
“Why is this happening?”
“Why are they doing/saying that?”
“Why can't I feel better?
When we allow ourselves to express our frustration in a safe, quick and healthy way, the brain and body respond with a cascade of hormones and neurotransmitters that feel good, such as epinephrine and testosterone (yep, even for women) and we feel clearer and more focused.
The technique is simple, but you'll want to be in a private or quiet place since this involves some vocalization. I've been known to do this in the car.
Ideally, stand with your feet shoulder-width apart or wider, and semi-squat like a sumo wrestler. Throw your hands in the air above your head, take a deep breath and loudly exclaim “Whyyy!” You don't want to say it so loud as to strain your voice or throat, but you definitely want to express your “why” loud and proud.
Yes, I’m serious. I’ve facilitated this in a group of 50 or so leaders and the results were amazing. The simplicity of the “why” allowed the group to bond without having to explain or share a lot of personal feelings that may have caused them to feel vulnerable. At the same time, that shared experience of making a loud noise together in unison elevated the energy in the entire room. The group collectively felt heard and acknowledged.
The chemical cascade of hormones and endorphins the One Word Rant releases is simply wonderful. Generally, this technique is more energizing than the Italian Grandma Sigh, so I tend to use it if I’m having a frustrating day or if I need to boost my energy before speaking or a meeting.
This is also a fabulous tool to show your kids to help them learn to shift their stress and state of mind quickly, without a lot of “talking about it” that may be difficult for them to articulate or stressful to share with a parent.
We lead busy lives and we need solutions quickly. Try one or both of these techniques this week to reduce your stress and keep yourself going and growing.
What opportunities and possibilities do you find yourself diminishing or killing off because you're afraid to say the wrong thing?
Have you ever been asked this question?
“If you were a super villain, who would you be and what would be your power?”
This was not a question that my chiropractor was used to being asked, but I had just come from a conference call with some colleagues where we were discussing how to bring more of our personalities into our businesses and brands, and the topic of heroes and villains had come up.
You know,” my chiropractor pondered, “I think the worst feeling in the world is shame. It just stops people in their tracks. So my supervillain would be Shame Spiral, and he would freeze people from the power of shame.”
Wow.
Do you have conversations like this with your health providers? Because seriously, you should.
Author and shame researcher Brené Brown says, “Shame is the most powerful, master emotion. It’s the fear that we’re not good enough….it corrodes the very part of us that believes we are capable of change.”
Shame and the avoidance of shame shows up as embarrassment or fear of embarrassment, anxiety, depression, worry, resentment – what’s your flavor?
And shame definitely shows up as your fear of “saying the wrong thing.”
What opportunities and possibilities do you find yourself diminishing or killing off because you’re afraid of saying the wrong thing and looking foolish, or being wrong, or not looking good? How do you make yourself smaller and less bright because of how you think what you have to say might or might not come across to others?
Shame, in our bodies, can feel like we are dying – so we try and avoid it at all costs.
However, the solution to what to do when you’re afraid of shame, embarrassment, “looking bad” and saying the wrong thing is counterintuitive. I echo what Brené says…
“As a shame researcher, I know that the very best thing to do in the midst of a shame attack is totally counterintuitive: Practice courage and reach out!”
Courage is the antidote to shame. So then, how to create courage? My favorite activation point for courage is one simple and easy to conjure feeling.
Curiosity.
The courageous lion is still a cat, our avatar for curiosity. When you are feeling concerns about saying the wrong thing, being embarrassed, or risking shame, engaging your curiosity triggers your creativity, your inner wonder-er, and your sense of play.
Here are some questions you can ask yourself to engage your curiosity and replace your own personal “Shame Spiral” with your inner “Courageous Curious Crusader.”
Shame Trigger 1: “I don’t know if I can do this.”
Curiosity Trigger 1: “I wonder how I’ll grow from this experience.”
Shame Trigger 2: “What if they don’t like it/me/this?”
Curiosity Trigger 2: “This is going to be interesting-I wonder where this will lead me?”
Shame Trigger 3: “I’m not qualified to do this.”
Curiosity Trigger 3: “I wonder what I can add in to my knowledge or expertise to make this even better?”
Notice the pattern of the phrase, “I wonder…” This simple phrase is a deep and effective trigger to shift you from a shame reaction to a courageous and curious one.
We are always in the process of evolving into our greatness, try on replacing your automatic responses of shame, worry, and concern this week with those of curiosity, and see where it leads you – and let us know what you discover, we read and respond to every email.
What international authors need to know about their new audiobook publishing options.
Recently some new audiobook publishing options have come available for international authors that I'm very excited about. Since the time I decided to launch the nonfiction audiobook production and publishing arm of my company, I knew I had to include options for international authors. After 20 years of building businesses with people from all over the world, if I was going to serve my community right, it simply had to be that way. So imagine my surprise when I found a complete lack of options for international authors who wanted to create and publish an audiobook.
We created a system whereby international authors fully benefit from the self publishing royalties and benefits offered by Audible and Amazon, without sacrificing their intellectual property rights – plus they maintain full creative control. Authors can narrate their own books or have a fabulous narrator and be fully supported in their audiobook strategy, production, and publishing. In essence, I created the services that I wanted for myself, my clients and my colleagues.
With the exponential growth of audiobooks over the last 6 years or so, I’m surprised it’s taken as long as it has for more options to open up for international authors, and there’s still room for growth. Publishers Weekly reported that 2016 was yet again another double digit year for audiobook sales growth over the previous year.
Good News for Irish & Canadian Authors
ACX.com is the self publishing platform for Audible, Amazon, and iTunes. For many long years, only authors based in the US or the UK had access to publishing their audiobooks through this channel. However, on June 1, 2017, ACX announced that now Canadian and Irish authors now have access to this platform. Excellent news for authors in those countries, although that's still a lot of room on the globe left without access.
But Wait…There’s More!
That brings me to another option for international authors to get their audiobooks published, which is Authors Republic. Some of my audiobook clients want to distribute their audiobooks beyond Audible, Amazon and iTunes. They want a wider reach to libraries, Barnes & Noble, and additional outlets like Audiobooks.com and Scribd. Authors Republic makes that distribution possible. Although they don't advertise outright that they work with international authors, in truth anyone who has a PayPal account and who has produced an audiobook to the correct audio standards can upload their audiobook to Authors Republic to be considered by these additional outlets for distribution and sale. The potential disadvantage is a reduced royalty rate, which is why having a solid audiobook launch, distribution, and marketing strategy is so important.
Because relationships are the heart and soul of business, I've gleaned five powerful strategies to master Profitable Business Relationships.
I think one of the best compliments I ever received was, “Geez, you’re like Tim Ferriss and my Italian Grandmother had a love child!” You’re welcome for the mental image, by the way. In this case, the “Italian Grandmother” part of the equation refers to my unabashed enthusiasm for bringing people together and extolling their many talents and virtues to each other. I adore connecting wonderful people to each other and watching the collaborations, opportunities, and new ideas that happen as a result of those connections blossom.
Relationships are the heart and soul of business, that pumping lifeblood that keeps us all growing. So in concert with my character, and my commitment to bring together amazing people and resources, I’ve gleaned five powerful strategies for you to use-regardless of the type of business you’re in-from brilliant entrepreneurs I admire along with one of my very own habits for spinning relationship gold.
1. Spin a Web of Warm Introductions
Authors interested in having their books turned into audiobooks often send me copies of their work for review. Regardless if we work together, I make a point of introducing them to someone in my network who would be a wonderful connection for them, and vice versa. Not only does this delight everyone involved, it keeps my services as an audiobook and podcast producer top of mind.
How do you easily create a “warm email introduction” effectively? One quick and easy method is to go to your colleague’s LinkedIn or “About” page and use the first couple of sentences as your email copy. Here’s an example of a warm introduction email I just recently sent to give you an idea, along with an example of the copy that I give my referral partners so they can easily introduce me to the people in their circles as well.
2. Make Sure Everyone Wins
As the host of an annual virtual summit, Bailey Richert suggests building business relationships is about creating projects and partnerships where everyone involved wins. “No one wants to feel like they’re being invited to the party purely for what assets they can bring to the table. They also want to walk away having benefited in a concrete way,” she says.
Bailey states one of her biggest relationship-building tips when working on her summit is to email every speaker individually. Mass emails, while faster, do not make your partners feel valued. Instead, they can work against you, making partners feel like they’re being leveraged. Instead, personalized emails let partners know you are concerned with their success and overall satisfaction with the project being conducted.
3. Take Time to Authentically Spread the Love
Intuitive business coach, Rebecca Liston suggests that using social media isn’t about lead generation but about deepening the relationships with people we already know. “Mastering business relationships is all supporting one another to shine because we simply want the best for one another.”
Rebecca says that you can easily do this by commenting on the posts of people you know and sharing their information freely and genuinely. I do this because I want to, because I care about them, and because I want them to shine. Each week I “Spread the Love” about a colleague that I adore, and respect. I write a personal note about who they are to me, and why I think the world of them, and why I think that the world ought to know them
4. Show Up (for Real)
“One of the biggest things I’ve learned this year is to show up,” says Stella Orange, a marketing teacher. Orange draws inspiration from her days as a playwright, who regularly attended friends’ performances and openings. “Nothing says ‘I care about you’ like showing up for an event,” she says. If you can’t get there in person, she says send a card or flowers.
One of Orange’s best tips is to nurture personal relationships over time. Check in with colleagues and promotional partners periodically, to stay current and connected. Keep track of what you talked about, and carve out time each week to cultivate relationships colleague relationships. Those conversations build rapport and trust over time, and lead to the most fruitful, organic and rich collaborations.
5. Reach Out With Genuine Interest
“Not dropping the ball on follow up has been huge,” says Sarah Dew, a marketing strategist. It’s easy to have an initial conversation with a potential partner but to in order to grow and nurture that relationship you have to have authentic connections through out the year.
Sarah’s best tip is to make sure you check in with your colleagues and partners frequently and regularly. Always approach every interaction thinking, what can I do for them? Is there some way I can make their lives easier or brighten their day? Consistently following up and staying connected will quickly turn your partners and colleagues into close friends, who will have your back when you need it.
What are some of your favorite ways to build business relationships?
If you are an author keen on taking advantage of this booming advancement in publishing, these are my 5 ways to audiobook like a boss.
Audiobooks are the fastest-growing sector of the entire publishing industry. Statistics put forth by the Association of American Publishers show ebook sales down 19.2% and audiobook downloads up by 31.1% from 2015 to 2016. One factor that contributes to this exponential increase in audiobook readership is accessibility—audiobooks are now available through our phones, laptops, and tablets. There's no barrier to where and when we can listen.
As a result, more and more non-fiction authors are recognizing the incredible potential audiobooks offer their business. Eager entrepreneurs, however, may dive in headfirst without giving sufficient forethought into how this unique tool can best be leveraged.
As a nonfiction audiobook publishing specialist, I see critical mistakes and bottom-line opportunities overlooked time and again. If you are an author keen on taking advantage of this booming advancement in publishing—and you have every reason to be—pay attention to these five factors that will bring your audiobook skill level from beginner to boss.
1. Don’t Voice Your Own Book (unless…)
One of the most frequently asked questions I receive is, “Should I narrate my own book, or work with a narrator?” That is the wrong question to ask. What you really want answered is the question, “Is there any advantage to narrating the book myself?” Most often, the answer is no. Here’s why:
Audiobook Creation Exchange (ACX) reports that it takes an average of 6.2 hours of production time for a professional narrator and editor to create one hour of finished audio. That means that an average non-fiction book of 60,000 words requires twenty-five to thirty hours of production time—for an experienced professional. Even if you’re an experienced public speaker or podcaster, the skill set for audiobook narration is distinct. In addition to specialized voice training and having to learn microphone and breathing technique, consider the time and expense for a home recording studio setup or rental time in a recording studio. All in all, you can reasonably expect to triple your time investment or more.
Instead, your audiobook could be professionally produced at a reasonable cost and delivered to the world with ease in about 6 weeks. You could be reaping the benefits and leveraging this asset like a boss, rather than spending your time and money going through a learning curve you simply don’t need to go through.
There is however, an exception to this rule. If you have a following in the millions who is used to you speaking on stages, on TED talks or in other audio recordings—and you have built your platform and reputation around your unique voice and speaking qualities—then you may be a good candidate to voice your own audiobooks. Otherwise, ditch the temptation to try to save money—because you won’t.
2. Know Your Rights
Don’t fall prey to the amateur mistake of not knowing your audio rights. It is imperative that you understand the legalities of audiobook production, so that you can protect your intellectual and financial investments.
If you're planning to work with a publisher, this information is absolute gold for you as you negotiate your contract. Many authors sign their audio rights away without even knowing it—they find out after the fact that an audiobook version of their print book has been created, and worse yet, they won’t receive reasonable royalties for the sales of that audiobook. With the rise in audiobook popularity, lack of attention to this detail can add up to substantial financial loss.
3. Collect Bounties
Audible, Amazon, and iTunes have a common back end for self-published authors to produce audiobooks. It’s called ACX.com (Audiobook Creation Exchange). If you hold the rights to your audiobook and distribute your audiobook through ACX.com, you are eligible to earn bounties.
A bounty is an additional type of earning paid to you when your book is the first purchase of a new Audible member. For each bounty earned, you receive $50.
Unfortunately, ACX is only available if you live in the U.S. or U.K., but a good audiobook publisher can help you take advantage of this opportunity as well as self-publishing royalty rates, adding significant income to your bottom line.
4. Leverage Your Launch
There are two “right” ways to launch an audiobook. In one scenario, your previously launched print or digital book is given new life by being turned into an audiobook format.
This strategy gives you the ability to have an entirely new product launch without having to create any new content. If your content needs a little updating, then pairing an “anniversary edition” or “second edition” of your book with an audiobook version is a fantastic option.
Second, if you’re in the process of getting ready to publish a new book, having an audiobook version will extend the life of your launch. To have a powerful launch, you want to reach as many people for as long as possible. Releasing your audiobook two to twelve weeks following your initial book release allows you to keep the momentum and excitement going—with minimal changes to your social media and email content.
5. Build a Podcast Tour
In today’s high-tech publishing world, it’s no secret that in-person book tours are not a cost or time-effective means to connecting with your market. Blog book tours have been an alternative practice for several years now, but a lesser-known opportunity exists via podcast tours.
A podcast is a downloadable, online radio show—a thriving platform for effectively broadcasting your brand. There are now nearly 60 million people in the U.S. alone listening to podcasts every month; this presents a giant opportunity for you to engage with potential readers—if they listen to podcasts, they likely also listen to audiobooks.
Connect with the hosts of podcast shows that intersect with your target market, and arrange to be a guest expert on their shows. Conduct a book reading, answer insider questions about the subject matter, and share how listeners can access further information about your title and services.
To really be a boss, send a short clip of your audiobook to the podcast host in advance of your interview, and invite them to post the clip along with their Amazon affiliate link to your book and audiobook. The host can also include this link in his or her website copy (or “show notes,” as they are known in podcasting) for your podcast episode. This strategy creates more rich content for the host, and an opportunity for both you and the host to benefit financially.
Work with the podcast host to have the show published during your initial launch window, and boom—you’ve successfully leveraged your audiobook to drive sales and initial rankings far beyond the level of a mere beginner.
Would you like to listen in on some of our audiobooks?
Do you know those voices in your head that tell you all kinds of nasty things about yourself? That is Identity Monster – Here's how you can tame it
A colleague of mine sent me a panicked text while I was on a call with a client. He was so freaked out that I called him right after my session, but I wasn’t expecting what he had to say.
”I just got the biggest opportunity of my life,” he said. “It’s what I've always wanted.”
“But since I found out,” he went on, “I've spent the last four hours playing online soccer and I'm completely paralyzed.”
This is the Identity Monster in full attack.
You know those voices in your head that tell you all kinds of nasty things about yourself, right?
“There’s a million people doing the same thing as you, how can you possibly compete?”
“You can’t do this, you’re way too lazy.” (or fat, or stupid, or ugly, or poor)
“HOW much money did you spend? Oh no, what are you going to do now?”
“Who do you think you are, anyway?”
This is the voice of the Identity Monster. The favorite tools of the Identity Monster are a megaphone and an old school boom box with a tape set to “repeat.” The tape replays all the crap in your head that gets triggered when your comfort level is threatened.
This Monster's job is to maintain the status quo. Even when good things are happening, the Identity Monster really sucks at telling the difference between a threat and an opportunity, so it reacts pretty much the same way in both scenarios.
Oh, the glorious neurology of it all!
Here are three ways to tame the Identity Monster, get yourself off the ledge, and back into the groovalicious flow so you can have more of what you want in life – because that’s why you’re reading this, right? In the video I go into more detail on all three of these techniques, plus you get to see a little piece of one of the places I’ve lived in Costa Rica, which is just good for your brain.
1. Revisit your big picture
Take the focus off of your current reaction and circumstances and put it on your larger view in the world – the legacy you want to leave, the impact you’re out to make, your inspiring vision of the future, and so on. If your thoughts and actions are ‘facing outwards’ instead of on your internal voices and neurological hamster wheel, it disrupts the repetitive thoughts to guide you back on track.
2. Create new brain wiring with a Daily Workshop
Create a sacred space for yourself on a daily basis, even if it's 15 minutes to start. Use that time to get present to what you're most excited about, what you appreciate and what you're grateful for, and the one or two goals or accomplishments that you're focused on for that day. Even celebrating small accomplishments (some days, that’s getting out of bed or going a whole morning without getting distracted by Facebook), when done repeatedly and consistently, helps you maintain a more solution-focused state of mind.
3. Challenge the voices in your head to a battle of wits!
When those nasty voices in your head pop up, you may have noticed that if you try to directly combat them, they come back twice as strong. This is known as the “I'm rubber, you're glue” Principle. Very technical. Instead, use your brain’s natural abilities to break up the beliefs using techniques like evidence gathering and disarming humor. These techniques are not only highly effective, they can be incredibly entertaining as well. What does your Identity Monster sound like?
You can find details and examples of these techniques in the video – enjoy and send me a tweet to let me know which one is your favorite!
Podcasting is one of the fastest and easiest ways to establish authority – Let me show you how you can leverage it for thought leadership marketing.
It’s no longer only insider knowledge — podcasting is one of the fastest and easiest ways to establish authority. Whether you’re just starting to build a business or you and your company have long-established credentials, this online audio platform can catapult your influence beyond the capabilities of many other expert-building marketing platforms. Since there are now 65 million people in the U.S. listening to podcasts every month, thought leaders have an exciting opportunity before them to engage new audiences and build their brand.
Getting featured on TV or publishing a book still serve as gold standards for having achieved expert status, but podcasting has made it possible for even budding business owners to share their knowledge and expertise with a wide audience.
The advantage of this modern platform is that it’s open publicity — meaning the host has the freedom to generate the message and control the content. Podcasting also requires fewer resources and is more accessible because audio is available to consumers when text and video are not. The convenience of listening to downloadable audio files on smartphones or tablets has allowed for a new wave of attentive, on-the-go listeners.
The opportunity to reach your target market by using your personal voice offers an additional layer of communication to convey your company values and brand authenticity. Doing so deepens trust and develops loyalty. By using a conversational format, leaders have the freedom to articulate what makes their business unique, without using typical marketing jargon.
As you may have gathered, podcasting isn’t just for entrepreneurs. Bigger brands, industry leaders and corporations often miss a big opportunity by not taking advantage of this trend.
Below, we’ll focus on leaders who are looking to establish themselves as experts and develop their spheres of influence.
How Can You Get Started With Podcasting?
You don’t need to be a host yourself. One of the best ways to introduce yourself to a new market is as a guest. Hosts are hungry for content. They are searching for people like you to feature on their podcasts to keep their shows fresh and to provide value to their audience. Libsyn, one of the largest commercial podcast hosting companies, reports an increase from 16,000 hosted shows in 2013 to 22,000 shows in 2014 to 28,000 shows in 2015. These numbers are expected to continue to increase as more people become exposed to the platform.
The key is to connect with the hosts of shows most appropriate for your subject niche, and to do so in a way that’s personal — your chance of getting a response lowers dramatically if you have an assistant send an email.
Podcast hosts want a good fit on their show; if they decide to have you on as a guest, they will take the time to give you ideas on how you can most effectively reach their audience. One way to find podcasts that are looking for guests is to do a keyword search in iTunes or Google for shows with topics that appeal to your ideal clients or target market. iTunes is to podcasts as what Amazon is to books; it is the premier platform for broadcasting your audio message to an eager audience.
You don’t have to start with cold leads, however. The easiest opportunities for guest spots may exist under your nose, via your colleagues. Ask people you know who have been podcast guests to introduce you to the hosts of those shows. Referrals can go a long way in establishing credibility and building relationships.
If you have the resources, you can also use a booking service to acquire guest spots; there are several excellent companies that can take care of placing you on the perfect shows.
How To Leverage Podcast Interviews
Once you’ve secured a podcast spot, there are an extraordinary number of ways you can use, and re-use, this valuable material. You can now post audio clips on your website or blog; include audio clips in your media kit or feature them on your company profile page or LinkedIn page. You can share the audio across social media, or use the transcribed content for new articles or blog posts. A wealth of marketing assets is available at your fingertips when you have podcast content.
As thought leaders, experts and business owners, we’re always looking for ways to increase our exposure and to grow our communities of loyal followers. Podcasts are free to access, there are so many shows to choose from, and it takes virtually no technical know-how to get started as a guest. These characteristics make being featured on podcast interviews one of the best “New Expert Platforms” available today.
Want to learn more aboutpodcasting for your business?
How much time do you spend collecting information, certifications, and more training? Yep, these are some of the ways entrepreneurs kill their productivity.
There has rarely been a better time in history to start a business. In 2013, more than 135,000 jobs were added to the US market and guess where nearly half those jobs came from? SMALL businesses. To really make it as an entrepreneur you need tremendous tenacity, top notch networking skills, and a no-fear approach to sales—even in the most heart-centered of business ventures. But if you’re reading this, I’m probably not telling you anything new yet, and what you want is to break through to the next level of time and money freedom in your business.
Every industry I’ve worked with-and there have been more than 20+ industries internationally-has its own unique quirks and challenges. However, some very common trends arise when it comes to how you’re likely to sabotage yourself regarding time and your productivity.
Productivity Killer #1: The “Perpetual Expert”
Collecting information is only useful if it is immediately practical. If you have a client who has a question, look it up. Google is your friend, and problem solving when there’s actually no problem is a drain of time, energy, and resources. The brain only retains about 10% of the information that it is exposed to, so chances are you’re going to have to look it up again anyway if you need it at all. Your time is better spent finding out what your ideal clients need, and focusing on filling those needs in a targeted and concise manner.
Productivity Killer #2: Having an Open Schedule
There’s a difference between being available and being a 24/7 hotline. Have a policy that you will always return communications within a certain amount of time (say 12, 24, or 48 hours) and honor that policy. This gives you room to breathe, builds trust with your clients, and also sets clear expectations. People value a service more when they know they have to plan for it, and most “emergencies” resolve themselves or quickly become non-emergencies if you don’t feed the energy of a knee-jerk reaction. Limit checking your email and voice mail to 2-3 times a day for a half hour at a time. Unless it’s someone you’re waiting to hear from, don’t pick up your phone when it rings. These practices will have you focus on your most important tasks and keep your responses to the point.
Productivity Killer #3: Being Too Friendly
This goes for both colleagues and clients. Obviously you don’t want to be a jerk, but it’s completely doable to be kind even when you’re setting a boundary or saying no. Gossip, social media, and instant messaging, and other kinds of chitchat can wipe out hours of your day, leaving you frustrated and scrambling to get your priorities handled. The same goes for meetings. Start by wearing a phone headset (in the case of an office setting) or putting a “please do not disturb” sign on your office door if you have one (even at home) to reduce distractions and interruptions. Minimize your time in live or phone meetings by partnering up with a colleague and trading off going to meetings and taking notes for each other. As for clients, steer clear of personal entanglements. If you’re with a client who is on a roll with a personal story, reach over and give a gentle, compassionate squeeze to their shoulder or hand and say, “you’re really going through some difficulty right now, so why don’t we take a step back and see where I can best help you.” You can then redirect the conversation to a more solution-focused place. Don’t be afraid to interrupt them, they will thank you for it later.
Can't wait to hear your thoughts. Let me know in the comments if you have any of these “killers.”
This one can be a real “forehead slapper.” Here’s how I helped one of my clients, a regional sales director for a major pest control company, transform his follow up emails to get more clients.
I had shown my client how to create lists of perfect potential clients using local and internet resources, and we had already gone through the process of how to be great with shifting short term clients into being long term clients. He had been promoted, been given a larger territory and bigger clients, and had record sales for the slowest months of the year in less than 6 months. BUT, now that he knows what he wants his Perfect Day to be, he’s got some fabulous BHAG’s (Big Hairy Audacious Goals) for the year, and he wasn’t getting the results he wanted from reaching out to the companies that he could help.
Here was the problem—the follow up email.
Here is his original email to follow up after having a brief first phone or in person chat with a potential client:
Original Follow Up Email
Good morning Dawn,
Thank you for taking a few minutes to chat with me. Below you’ll find a brief summary of {HIS COMPANY’S} history & my contact info.
Please keep us in mind for your pest control needs.
Thank you,
Name
Company Name
Phone Number
The Problem And The Solution
Remember how the teacher’s voice sounded in Charlie Brown cartoons? That’s how this email sounds. It’s totally forgettable, totally impersonal. Something very important to remember about followup emails is that they are like a thank you card. Every contact with a prospect is an opportunity to create relationship from one human being to another. It doesn’t matter if you’re offering a massage or carpet cleaning, make sure your personality shines through! My client has a FANTASTIC personality. He’s warm, funny, and sweet. He genuinely cares about his clients and the work he does. None of that was present in his follow up email. Here’s how we transformed his follow up email, and I highly recommend that you use this example as a template for you to use for your own follow ups.
Transformed Follow Up Email
Dear Dawn,
Great to meet you this morning and I appreciate you taking a couple of minutes to chat with me. I know that with how cold it is that pest control probably isn’t top of mind for you right now, but I like to make sure all my customers are prepared for what’s to come. After all, it’s way less stressful to prevent a problem than it is to deal with a crisis, right?
Just so you have all the information you need, check out what I’ve put together for you below, and if you have any questions please don’t hesitate to email me or give me a call on my mobile number at XXX-XXX-XXXX. If you see something buzzing or crawling, I’ll make sure it gets taken care of.
{video} Be Prepared for Pests! Warning Signs for your building, business, or facility
{PDF} Company Profile & Our Commitment to Our Clients
I’d like to stop by next week and make sure your questions are answered—when is a good time for you and what do you take in your coffee?
Thanks again and I look forward to helping your business.
Warm Regards,
Name, Title
Company Name
Phone Number
Website
Would you want to do business with you more from the first email, or the second email?
When you’re following up a potential client, be YOU. People want to know that you care, that you’re not just a number, AND that you know your stuff. This is so crucial because it’s the first opportunity you’re giving people to really interact with you as a professional and demonstrate your ability to fill a need and follow up and respond.
Now I’m going to dissect the elements of this email so that you can craft your personal followup template. Include the following elements in your follow up email:
Your Email Follow Up Template
Dear NAME,
{APPRECIATION} Great to meet you this morning and I appreciate you taking a couple of minutes to chat with me. {CONVERSATION THAT INCLUDES YOUR COMMITMENT} I know that with how cold it is that pest control probably isn’t top of mind for you right now, but I like to make sure all my customers are prepared for what’s to come. {POWERFUL QUESTION} After all, it’s way less stressful to prevent a problem than it is to deal with a crisis, right?
{CARING INVITATION} Just so you have all the information you need, check out what I’ve put together for you below, and if you have any questions please don’t hesitate to email me or give me a call on my mobile number at XXX-XXX-XXXX. If you see something buzzing or crawling, I’ll make sure it gets taken care of.
{SUPPORT MATERIALS & INFORMATION}
{video} Be Prepared for Pests! Warning Signs for your building, business, or facility
{PDF} Company Profile & Our Commitment to Our Clients
{CALL TO ACTION/WARM INVITATION} I’d like to stop by next week and make sure your questions are answered—when is a good time for you and what do you take in your coffee?
Thanks again and I look forward to helping your business.
Warm Regards,
Name, Title {POWERFUL TITLE}
Company Name
Phone Number
Website
Ready to give it a try? I challenge you to take the time this week to send follow up emails to some of the folks you’ve talked to in the past and create connection–get the conversation flowing and remember, it’s all about YOU help THEM solve a problem, not making a sale. Got questions or comments? We love your comments. 🙂
