How to make a living while you’re making a difference. A weekly show for independent professionals who want to go from six-figures to seven while increasing their impact on the world.
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Authority Marketing Round-Up
The authority marketing roundup. Talking Points Speaking and writing as an authority Who your content is for What promises you’re making What’s good about starting a podcast Picking something from the speaking category that you’re comfortable with How you can make your audience feel The power of webinars Running a workshop Livestreaming Email lists Video compared to audio Writing for other publications How speaking and writing inform each other Continuous practice Social media activity Answer bombs Quotable Quotes “Whenever I’m creating something, the first thing I want to know is who’s it for?” –JS “Your opinion of yourself may be completely warped.” –RM “Just remember that people learn in different ways, and there are some people who would so much rather watch a video than read anything you’re going to write. And vice versa.” –RM “When you’re watching video, you’re watching it. You’re probably sitting down, you might be at your computer or in a chair or whatever. When you’re listening to this show, you’re probably in your life.” –JS
Making Time For Marketing
Are you making enough time for marketing? Talking Points How many hours a week to spend marketing How marketing can be devalued because it’s not billable Making the time for marketing How to block out marketing time Thinking of marketing as a deadline Reaching the point where marketing becomes an automatic thing Making public commitments How daily marketing can add up Farming vs. hunting Being honest about what isn’t working Quotable Quotes “It doesn’t happen if you don’t make time for it. Even when you’re not billing by the hour, it can be hard to create – I would call the marketing habit.” –JS “Marketing should always be on your mind if you have a business. That’s part of the mindset, you never let it go.” –RM “I think when you enjoy something, it’s sustainable. And if it feels like horrible, dragging work, you’re not going to do it.” –RM “If I’m scared of it, it’s probably a good idea.” –JS
The Path To Authority
Are you on the path to authority? Talking Points How pricing relates to where you are on the path to authority Different types of specialization The line between freelancer and consultant Consultant, or expert? Creating and selling a process Saying no and asking why more often Identifying the client Clarifying the end goal Moving from expert or consultant to authority Consulting as an authority Differences in authorities in different industries Behavioral habits of authorities Socializing a point of view Getting off the hamster wheel Quotable Quotes “If most of the time, you’re in your basement coding and you only talk to the client once a week, you’re not a consultant.” –JS “On this particular line of the matrix, I think it’s about a really deep knowledge.” –RM “It feels to me like the one-on-one consulting engagements that an authority would engage in would be less and less as their authority grew, because they could have a bigger impact doing something like a keynote presentation to 10,000 people.” –JS “If you’re an authority with big corporates, you need to be seen.” –RM
Why Become An Authority?
Why would you want to become an authority? Talking Points Main reasons to become an authority Making more money Choice of opportunities Clearly defined thought leadership Building a business model that suits the way you think and work Shorter sales cycle Simplified selling Power to influence More effectiveness The difference between an expert and a thought leader Energizing others to further the mission Momentum over the course of a career Stages along the way to being an authority Quotable Quotes “The way that an authority is in the market is automatically going to be seen as a luxury purchase.” –JS “Really, most of us didn’t get into this business to sell, and what we like about the selling process is that we’re solving a problem.” –RM “An authority to me, has an imperative to teach other people, and to keep thinking about what’s the next thing in their area of expertise.” –RM “My way or the highway, to me, is not a leader.” –JS
Aligning Your Client Experience With Your Brand
How can you align client experience with your brand? Talking Points How client experience relates to brand How appealing to potential clients differs from the actual client experience Disconnects in marketing What bad client experiences feel like Aligning experience with intent How technology contributes to your customers’ experiences and your brand Your responsibility to clients Customer satisfaction as a product Being professional without being fake What being a pro looks like How the clothing you choose speaks to your brand Finding clients for whom you’re a good fit Client feedback Quotable Quotes “Marketing and branding should not be about pretty pictures and telling a story that is not real.” –RM “I can feel the difference when I onboard people now, I can feel them sit back and relax.” –JS “In an ideal world we use technology in a way that makes our brands stronger, that ties people more closely to us.” –RM “My actual product is customer satisfaction.” –JS
The Experience Economy Aftermath
Thinking through the ramifications of the experience economy. Talking Points How the economy has changed over time The journey from providing services to providing experiences and then transformations Customization Clients or customers as guests or aspirants How language can change the way you think about your work Creating memorable experiences Work as theater The backstage part of the theater Avoiding dissonance Quotable Quotes “If you’re like me and you want to charge for outcomes and not hours, then it’s incumbent...to try to be climbing up that progression.” –JS “Even transformation experiences, there should be some parts of those that are fun.” –RM “We’ve been taught we have to take ourselves very seriously because we’re an expert and we’re becoming an authority on whatever it is so we must be formal and we have to do all those things. But really, it is theater.” –RM “When you’re on stage it doesn’t matter if you’re in the performance or in pre or post. It all counts.” –JS
Joe Pine - The Experience Economy
Are you in the transformation business? Talking Points Applying the concepts in The Experience Economy to small authority businesses Moving from economies to experiences and transformations How better experiences can lead to worse service How acting factors into your business model Why acting isn’t equivalent to being fake or phony Pricing transformations The stages of transformation Choosing who you work for When to reject clients Guiding transformation Quotable Quotes “We only ever change through the experiences that we have.” –JP “Understand that embracing theater as a model requires zero capital or equipment. It just requires understanding that you’re onstage.” –JP “Acting is simply being intentional about everything that you do.” –JP “With transformations, the customer is the product. The inputs you do, the activities you do, the functional things that you do, the whats – don’t matter unless the customer achieves the aspiration that they want.” –JP Joe’s Bio Co-author of The Experience Economy, Joseph Pine II is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. In 1999, Joe and his partner James H. Gilmore wrote the best-selling book The Experience Economy: Work is a Theatre & Every Business a Stage, which demonstrates how goods and services are no longer enough; what companies must offer today are experiences – memorable events that engage each customer in an inherently personal way. Related Links Joe Pine The Experience Economy Strategic Horizons Joe on Twitter
How To Keep Your Network In Motion
How do you keep your network in motion? Talking Points What it means to keep your network moving How to keep reaching out on your radar Scheduling Sensitivity to organic opportunities to reach out Maintaining relationships Keeping tabs on what’s happening in your industry and who needs to know about it Working with people you like Helping people Making introductions Quotable Quotes “We’re in the relationship business at the end of the day.” –JS “There will be things that trigger your thinking of someone.” –RM “It is about helping. That’s really what this is all about. It’s about helping people.” –RM “Almost always, at least with the folks I work with, the thing that the other person needs to help you is more specificity.” –JS
Is It Marketing BS Or Genius?
Is It Marketing BS Or Genius? Talking Points The $36 jump rope Sometimes you pay a premium for things outside of the thing you’re actually buying, like an experience or a lifetime guarantee Why it’s important to understand why people are willing to pay more money for a thing or a service Understanding how your audience likes to get information Getting past the demographics Being clear about your values Best is subjective Noticing the story that you tell when you recommend something or give a gift Picking your battles Connecting a desire to a product Quotable Quotes “When it’s real, it’s not BS.” –RM “It’s not just the information transfer. If it were just information transfer, then everything would probably be a book or an audio file. You’d do everything in one medium. But you don’t.” –JS “You’re not making it up, it’s your story but you pick the points you want to tell and how to tell them based on what the pull is between you and your audience.” –RM “If you’re trying to help people who are into renewable energy, it’s going to be pretty hard to sell to climate deniers. Pick your battles.” –JS
What's The Best Home For Your Content?
What is the best home for your content? Talking Points Controlling your content Are you building someone else’s platform with your content? How search engine and social media platforms get in between creators and their audience Putting the same content in more than one place Knowing how much traffic you’re getting when you post on a platform Guesting on someone else’s podcast Sharing audiences Yelp as an example of not being able to control your content Platforms that can help you build an audience can also take you down Hedging your bets Breaking through the gatekeeper to get to an audience Working with editors Custom domains Controlling your links Quotable Quotes “Google being between me and the people I want to help – I don’t like it.” –JS “You do have to have control, at the end of the day, of your content.” –RM “If I’m going to be chipping away at something every day, you’d better believe I want those chips to fall in my basket, not someone else’s basket.” –JS “Own your content. Let it live with you.” –RM
How To Keep Producing Killer Content
How can you keep producing killer content? Talking Points How to measure engagement What’s repeatable about going viral Knowing your audience Understanding your audience’s baseline knowledge Terminology How often you should put out content Why you should write every day How often podcasts and videos should come out Separating what you have to do from what adds value but isn’t strictly necessary People trust videos more if they’re more natural Quotable Quotes “Killer content is content that engages your ideal audience.” –RM “If you know who you’re talking to, it dramatically increases the odds of being able to help them.” –JS “If you go from publishing weekly to every weekday, that’s five times more chances at bat.” –JS “There’s something about being accountable every single day that makes you literally look around you to find that inspiration.” –RM
Take Your Summer Back
Are you ready to take your summer back? Talking Points How client work downshifts in the summer What you can do instead of client work during the slow season Planning marketing for the fall Taking care of things that you’ve been putting off or that weren’t high enough priority to get done at other times of the year What energizes you during the summer months Using the block of time to get yourself ready for the next thing or set yourself up for a new phase in your business Diversifying your income streams Ranking clients Rethinking your technology choices Cleaning up broken links and stale language Avoiding the hamster wheel Quotable Quotes “There’s all these little things that you can do that don’t usually make it up to the top of your priority list.” –JS “Take your summer back. Don’t just sit there at the whim of the client” –RM “There’s something about having a great idea to work on in the summer that’s energizing.” –RM “So when things slow down it does, for me at least, give me that headspace to be like “let’s sit back for a second and think about what’s working, what’s not working as well and what I could do to do more of the stuff that’s working.” –JS
Choosing An Unconventional Niche
Do you have an unconventional niche? Talking Points How to choose a specialization What you can find out when you go deep into a specific area Picking a niche that’s intriguing to you How much choice people really want The Why Conversation Focusing your limited resources onto a specific point Why you should do a search to see what clients will see when they search for businesses like yours Incorporating your interests or passions into your branding Why money-based decisions don’t help you find your niche Who you want your message to resonate with and who you don’t want it to resonate with Making changes for the better Experimenting with a change in order to test the market Quotable Quotes “Best practices only get you so far.” –JS “The easiest way to solve problems is to focus on some aspect of who you’re serving and figure out how your expertise can tackle that problem.” –RM “It’s like hope is not a strategy—luck is not a strategy either.” –RM “If you want things to be better, well, better is a change. You have to change something if you want things to be better.” –JS Sharing is caring! If you enjoyed this episode, please consider sharing it with a few friends who might find it useful. Thanks!
The Twilight Zone
How do you handle the twilight zone between when a client buys your stuff and you actually start delivering it? Why the time between purchase and delivery is the twilight zone Different twilight zones for different products Explaining the onboarding process Giving buyers something to do while they wait for what they ordered Setting expectations Helping clients trust the process Envisioning what you want the client experience to be What happens in more high-touch sales scenarios How much contact you need when you’re billing by the hour Keeping clients engaged Quotable Quotes “You’re treating that book like a product, like a service, like part of your business. It’s not something that’s separate.” –RM “Even though I’m not winging it, I want it to feel like I’m not winging it.” –JS “For somebody to see that you’ve laid some breadcrumbs… it’s reinforcing. It builds confidence.” –RM “In a coaching situation, the person who’s being coached really does have to do all the heavy lifting.” –JS
What To Do When You Screw Up
What to do when you screw up. Talking Points How you can turn a screw-up situation around Thinking about how the story is going to be told How empathy can help you understand how the story will be told and how you can turn it around Asking clients to trust you after screwing up Avoiding defensiveness Helping clients dealing with difficult situations Responding to unsolicited criticism Remaining respectful in the face of aggressive criticism or complaints Quotable Quotes “We ask our clients to tell us what’s wrong, what isn’t working, to be vulnerable that they’re not perfect.” –RM “Step one for me when it happens is don’t get defensive.” –JS “Sometimes maybe it’s not about you.” –RM “Take a breath, think about the other person, try and be empathetic to their situation, try to see it through their eyes.” –JS Related Links: Getting More by Stuart Diamond Never Split the Difference by Chris Voss