the coaches and Consultants Ultimate Marketing Action Plan (m.a.p.

)
A Comprehensive, Step-by-Step Action Plan for Filling Your Coaching and Consulting Practice
WARNING: The Ultimate Marketing Action Plan is a Proprietary Document for Use Only By Purchaserers of the Coaches and Consultants Marketing Bootcamp Only It is Illegal and Unlawful to Distribute, Copy, or Share this Document in Paper or Electronic Format. My Ideas and Concepts are My Inventory. Please Respect ThatThank You.

1. Determine what type of coaching or consulting youll practice and what your name will be.
A. What type of coaching will you practice? a. Executive Coach b. Life Coach c. Personal Coach d. Business Coach e. Relationship Coach f. Fitness Coach g. Etc. B. What type of consulting will you practice? a. Engineering Consultant b. Marketing Consultant c. Human Resources Consultant d. Logistics Consultant e. Financial Consultant f. Etc. C. What will you call your practice? a. Will you be an independent coach or consultant? 1. Consider branding YOU and your name. b. Will you be targeting a niche or focusing on a specific capability? 1. Consider using the niche or capability in your name. Deliverables: 1. Professional title 2. Name of your business

2. Select the niche that you will serve.

A. Criteria for choosing your niche. a. Note: A niche can be defined by occupations, demographics, geographics, or psychographics. b. Is there a way to easily and affordably contact your niche? i. Are there existing prospect lists that you can rent or buy? ii. Are there associations, groups or clubs that govern your target market? iii. Are there commercial websites that cater to your target market? iv. Are there conferences or expos targeting your market? c. Can the niche afford your services? i. Avoid targeting poor or stingy markets. (i.e. people out of work or low income occupations) d. Does your niche already buy coaching or consulting services? i. Are there coaches and consultants already serving your market? 1. Note: If people are accustomed to buying coaching and consulting services, its an uphill marketing effort. e. Do you have experience or credentials in your niche? i. Have you worked in this niche? ii. Have you already consulted to this niche? iii. Do you have significant training or licenses in this niche? f. Does your niche have bad and painful problems that they need solved? i. Note: Youre niche must have an excruciating pain or problem that needs to be solved. g. Is there excessive competition in your niche? i. Note: Its okay to have competition, but not excessive competition. ii. Note: The level of competition is determined as a ratio of the number of competitors to the number of prospects in your market area. h. Is your niche big enough to support your practice? Deliverables: i. A statement delineating the specific niche you choose to serve and why you choose to serve it.

3. Determine your service offerings, how you will package those services, and the fee structure for those services.
A. What services will you offer? a. Potential coaching services i. In-person coaching sessions ii. Telecoaching iii. Teleclasses iv. Seminars v. Workshops vi. Public speaking vii. Group coaching viii. Etc. b. Potential consulting services i. Business diagnostics or assessments ii. Strategy development iii. Implementation services iv. Business advisory v. Project management vi. Etc. B. How will you package your products and services? a. Develop the structure of your services. i. What services will you provide? ii. How long will you provide them? iii. How much will you charge for them? iv. How will you package them? 1. Are you going to bundle several services together? 2. What title will you use for each service package? C. What products will you offer? a. Information products i. What information products will you develop? 1. Books 2. Audio programs 3. Videos ii. What titles will you use for your information products? b. Software products Deliverables: 1. A list of specific services you will offer. 2. A list of service packages you will offer. 3. A list of potential information or software products you will develop and offer.

4. Define your methodology for each service.

Note: Review the samples on methodology in the bootcamp materials to accomplish this section of the plan. A. Develop a methodology or model for each of your services. a. Develop a graphic model that explains your methodology. B. Define your activities or methods for your methodology. a. Break down your methodology into specific activities. C. Define your deliverables for each activity. a. Define the specific completed documents or results from the activities. D. Define the tools youll use to accomplish the activities in your methodology. a. Questionnaires b. Checklists c. Analyses d. Action Plans e. Goal Setting Tools f. Accountability Systems g. Etc. Deliverables: 1. Methodology model(s) 2. A list of activities for each step in the methodology 3. A list of deliverables for the associated activities. 4. A list of tools youll use to complete the activities. 5. A list of potential information or software products you will develop and offer.

5. Develop your unique selling proposition.

A. Develop an explanation of your unique selling proposition. a. What makes you unique and different than any other coach or consultant? b. Do you have a proprietary or unique method of solving your target markets problem? c. Do you have experience or credentials that make you unique? d. Have you achieved certain results for your clients that are above normal? e. Do you utilize any proprietary or unique tools? f. Do you provide an offer that is irresistible? Deliverables: a. An explanation of your unique selling proposition(s)

6. Define your marketing message.

A. Develop your marketing message. (use the following format) a. Identify your target market. i. (who you work with) b. State the problems that your market suffers from. i. (the problems youll be solving) c. Present your solution to the problem i. (why youre the only logical solution available to them) d. Present proof that you can and have solved these problems. i. (case studies, testimonials, documented results etc.) e. Present your offer. i. (the offer for your services) f. Tell your prospect what you want them to do next. i. (what is the first step someone should do) Deliverables: a. An written statement of your marketing message

6. Develop your knowledge content.

A. Write a Cornerstone Report a. A cornerstone report is a special report that contains your primary message. B. Write a series of articles addressing problems and solutions in your market. a. Deadly mistakes article b. Popular Misconnections article c. Secrets to article d. Smart Ways to article C. Create an Audio Edumercial on CDROM a. Note: Instruction on how to do this on the First 20 Clients CD b. Listen to sample audio edumercials (members area) c. Create outline of audio script 1. Develop title for your audio edumercial a. (number) Little Known Facts and Insider Secrets to (benefit of your service) i. Example 1: 8 Little Known Facts and Insider Secrets to Stop Your Stress and Start Living a Happy, Fulfilling Life ii. Example 2: 12 Little Known Facts and Insider Secrets to Getting the Perfect Job Youve Always Wanted iii. Example 3: 17 Little Known Facts and Insider Secrets to Avoid Potential Tax Disasters and Create a High Cash Flow Business in Less that 90 Days 2. Talk about problems your clients might be facing a. Are you frustrated with(problems) b. Do you struggle with(problems) c. Do you get discouraged because(problems) d. Does (problems) irritate you e. Are you always stressed out because(problems) f. Does (problems) keep you awake at night 3. Tease with potential benefits your solution provides a. How would like to(benefits) b. Wouldnt it be great if(benefits) c. Imagine never having to(problems) d. How would it feel if(benefits) e. Are you finally ready to(benefits) f. Now you can(benefits) 4. Present your solution(s) (i.e. the facts and secrets you promised to share) a. Lace your facts and secrets with case studies b. Note: This is probably the most important part of the entire audio edumercial! When you give actual examples of how youve helped other people and businesses your prospect starts to see themselves receiving the same benefits. This is extremely important. 5. Explain your services a. Step 1 - Tell your prospect your work with people who experience the

D. E. F. G.

problems you mentioned and want to achieve the benefits you talked about. b. Step 2 Tell your prospect about the next step i. Note: Introduce this section by telling your prospect that your coaching or consulting may, or may not, be right for them. That every situation is different and that you wont know until you speak with them personally. Then invite them for a free consultation (or a free assessment, or an exploratory conversation with no obligations). Tell your prospect what youll talk about in your conversation. Lastly, let them know that the worst that could happen is that they may end up with some great ideas that will personally help them that wouldnt have received otherwise and thats theres absolutely no obligationjust a friendly chat. c. Step 3 Tell your prospect how to get a hold of you i. Give two methods such as the telephone or email 6. Close your audio edumercial with a decision / consequence proposition a. Tell your prospect that they now have three choices i. Choice 1 Keep on doing what theyve always done 1. But the result is that the problem wont go away and theyll still keep feeling the same way. ii. Choice 2 Try to solve it themselves. 1. But isnt that what theyve already been trying to do without any results? iii. Choice 3 Get some professional help from someone whos helped many others in their exact same situation. 1. Reiterate the benefits theyll receive when they get professional help. 7. Thank your prospect for listening and repeat how they can get a hold of you. Start writing a book a. (See examples, instructions, and resources in the members area) Create a document detailing Frequently Asked Questions about your services a. Weave your selling message into each of your answers Create a Who We Work With document a. Describe your target market and the typical problems they struggle with Start gathering and documenting testimonials from three sources a. Clients or companies youve worked with b. Friends or associates that respect you c. Quotes in publications from high profile people d. See sample testimonial sheet (members area).

H. Create a Case Studies document a. Use the Problem Solution Results format b. Note: see article and examples in members area I. Create a lead generation letter offering your free audio edumercial to prospects

J. K. L. M. N.

a. Look at the templates and postcards in the Members Area for samples. Draft a guarantee statement. a. See example of five point sample guarantee statement (members area) Create a discussion document graphically outlining your methodology. a. See sample Powerpoint discussion document (members area). Create a shell of your proposal template a. See sample proposals (members area). Develop several powerpoint presentations on interesting topics (see public speaking) a. See sample presentations (members area). Create a salesletter special report. a. See sample salesletter special report (members area)

Deliverables: a. Cornerstone report document b. Series of articles c. Audio edumercial on CDROM d. Frequently Asked Questions document e. Who we work with document f. Testimonials document g. Case studies document h. Lead generation statement i. Discussion document j. Proposal template k. Pubic speaking Powerpoint presentations l. Salesletter special report

7. Create your website

A. Create a website using the materials youve developed a. Choose a domain name i. Use your name if its easy to spell and short ii. Use www.Nameboy.com iii. Register at http://www.godaddy.com/. b. Choose a website host i. www.Crystaltech.com (stellar support low prices) c. Choose a website designer i. Diane Varner at www.DVImagery.com ii. Steve Solem at www.RaveDesigns.com iii. If you want to do it yourself 1. Buy a template at www.TheTemplateStore.com d. Develop copy for your website - Sections of the website should be i. Home Page 1. Create your benefit-oriented headline 2. Address your target market (who the site is for) a. Sales managers? b. Lawyers? c. People struggling with _______ 3. Talk about problems your target market struggles with 4. Tell them the solutions theyll find on your site 5. Point them to the next step (usually sign up for your list). ii. Free Stuff 1. Articles 2. Special Report 3. Free Newsletter 4. Free eBook 5. Free Tools a. Checklists b. Calculators c. Templates d. Self or business diagnostics e. Etc. iii. Services 1. Describe your services a. One-on-One coaching? b. Diagnostic or Assessment? c. Strategic Planning? d. Implementation Services? e. Training? f. Website assistance? g. Etc. h. Note: Show pictures of you delivering your service.

iv. Products 1. Information products? a. Books or manuals b. Tapes or CDs c. Videos d. Programs 2. Software? v. Case Studies 1. Client success stories a. Use problem-solution-results format i. State the clients problematic situation 1. Talk about the negative results of the problem ii. State what you did to fix the problem 1. Separate yourself from your competitors by talking about the unique tools and solutions you used iii. Describe the results 1. Describe the positive results your solution provided in tangible, quantifiable terms. b. Place testimonials near case study i. Audio testimonials are even better vi. Who We Work With 1. Description of the type of people you work with a. Professionals, Executives, Managers? b. Define the problems they struggle with c. Define what goals they might want to achieve vii. How We Work 1. Describe how you work with your clients a. One-on-One? b. Meet twice a month? c. Periodic status reports? d. Project review meetings? e. Listen carefully before making suggestions? f. By telephone? g. At the client site? 2. Maybe describe who you DONT work with a. Committees or advisory boards? b. Control freaks? c. Lazy people? viii. About Us/Me 1. Significant accomplishments a. Tell heroic or amazing stories of your professional achievements. 2. Professional background

3. Personal stuff a. Talk about hobbies or interests b. Dont make the mistake of getting too personal. i. Dont show family members ii. Dont tell very personal stories iii. Dont overdue the humor. ix. Contact Us 1. Give multiple ways to contact you 2. Talk about your communication policies (if you have any). Deliverables: a. Completed website

8. Setup Your Follow Up Marketing System

A. Note: The key to successfully marketing your coaching and consulting practice will be to (1) generate qualified leads, and (2) follow up and convert those leads into paying clients. In the Members Area of the Marketing Bootcamp website youll find the special report titled, The Coaches and Consultants Lead Generation and Follow Up Marketing System which shows you in detail how to set up your follow up marketing system. Every lead you generate should be entered into your contact management database and follow up marketing system. Please read the special report. Deliverables: a. Customer and prospect database b. Sequential Autoresponder system.

9. Start your newsletter

Note: Your newsletter will be your primary follow up marketing tool. Every lead you generate should start receiving your newsletter. In your Marketing Bootcamp manual youll find a detailed special report showing you step-by-step how to start an online newsletter. If the majority of your target niche still lives in the offline world and does not access the Internet with any frequency then you should consider starting an paper-based newsletter. A paper-based newsletter is more expensive and more complicated to produce, the readership will be extremely high as compared to an electronic newsletter. Deliverables: a. Electronic or paper-based newsletter

10. Get Your First 20 Clients

A. Create your four marketing tools a. Develop testimonial collection (should already be done) b. Create audio edumercial (should already be done) c. Create your memory jogger contact list of friends and associates i. Use the Memory Jogger and Discussion Session List Template to document all your contacts and their contact information including their email address (see template in Members Area) ii. You should have both a physical list that you maintain in a database such as ACT, MS Access, or an Excel spreadsheet and an email list. The email list should be maintained in a bulk mailing software such as www.aweber.com/ (online) or www.gammadyne.com/ Mailer (desktop). d. Create a lead generation letter offering your audio edumercial. (see Lead Generation Letter template in Members Area) B. Categorize your memory jogger contact list into three groups a. Category A - People with whom you are personal friends b. Category B - People who you know and you wouldnt mind calling up c. Category C - People who you know but rarely see or talk to C. Invite your Category A friends to have a discussion with you. a. Simply call up your friends, tell them youve started a new business, and ask them if you can have a brief discussion with them. b. The key is to simply get an appointment. Avoid getting into a conversation about what your business is. Save that for the meeting. All you want is a meeting with them. D. Send your audio edumercial lead generation letter to Category B and C people. a. .Make an appointment with the people who order your audio CD b. Follow up by telephone with Category B people c. Send the same letter to Category C people a second time E. LIFE COACHES Use Steve Mittens 7-Step process for giving sample coaching sessions (see article in Members Area for explanation) a. Take them deep b. Take them out into the future c. Find the meaning d. Explore the emotions e. Coach the person, not the circumstances f. Bring the client back into the present and into action g. Ask for the business and referrals F. BUSINESS COACHES Use Martin Howeys Business Growth Calculator and Steve Mittens 7-step selling process a. Note: In business coaching you would use the same basic 7-step selling process that Steve Mitten uses but using Martin Howeys Business Growth Calculator as a tool to give business owners a vision of the potential increase in the value of their business if they worked with you. (see

Members Area for Business Growth Calculator) Deliverables: a. Comprehensive physical and email database list of people you know b. Audio edumercial c. Lead generation letter d. 20 new clients

11. Start Your Information Marketing Business

A. Create your information product line a. Create a cornerstone special report (for lead generation purposes) b. Create a low-priced ($19) or free information product i. Usually a book or audio CD program ii. How to simply and quickly create a book 1. Step 1 Create the table of contents a. Gather 5-6 existing books about the topic you want to write about (Go to Barnes and Noble, Amazon, or your local library). b. Assemble chapters out of each book that youd like to include in yours and make a photo copy of them. c. Create your table of contents from the assembled chapters in your own working (15 25 chapters). 2. Step 2 Create a writing schedule that includes the completion of three chapters a week. Each chapter should be about 10-12 pages in length. 3. Step 3 Hire an editor to edit your writing and pay them by the week. (Set the contract up so that if you dont produce the chapters every week, the editor still gets paid! This will motivate you to meet your writing deadlines). 4. Step 4 After editing have the book self-published through an on-demand printer (see rolodex in Members Area for references to use). c. Create a higher priced back end information product. i. Note: Your back end could be your coaching and consulting services. At some point you may want to sell higher priced information products to supplement your income. Ive included detailed, step-by-step instructions to help you create a back end information product that you can sell for $199 and up. ii. Record a seminar or bootcamp and create an audio (or video) program with transcripts. 1. Step 1 Create a comprehensive outline of what you want to talk about. a. Follow my example by reviewing the outline that I included in your Marketing Bootcamp. This is the exact outline I used to give the Marketing Bootcamp. 2. Step 2 Set up your recording and copying equipment a. Buy a microphone that you can hook into the microphone jack of your computer (I like using headset microphones for hands free recording). b. Buy or download some audio recording software (see references in Members Area).

c. Buy a CD recorder that you can record your audio files to. d. I use a laptop with audio recording software to record my audio programs. 3. Step 3 Invite some of your clients or prospects to listen to your free bootcamp a. Reserve a meeting room (I use my local Chamber of Commerce meeting room). b. Send a free invitation to 10-15 people. c. OR if you want to make it very simple, go to a quiet room and record the bootcamp by yourself. 4. Step 4 Record your seminar or bootcamp a. Use the outline and start speaking. b. If youre doing your seminar alone, stand up and walk around while speaking. c. Save your audio file frequently. 5. Step 5 Edit the audio of your audio seminar or bootcamp a. Edit out any anomalies in your audio such as coughs, long pauses, clearing your throat etc. b. Break down the audio of your seminar or bootcamp into 10 minute intervals and number them accordingly. c. Separate your 10 minute audio segments into groups of 6 segments (equaling 1 hour of audio) and put them into separate subdirectories. d. Create an audio CD from the audio segments in each subdirectory using CD copying software. 6. Step 6 Create transcripts from your audio recordings. a. Go to elance.com and put your audio file transcriptions up for bid. b. Have your audio files transcribed then edit and format them in MS Word for readability and appearance. 7. Step 7 Create marketing materials for your new seminar or bootcamp. a. Graphical cover. b. Salesletter. c. Special report d. Advertisements. B. Research and develop a comprehensive database of your niche contact or potential joint venture sources a. Potential contact or joint venture sources i. Niche mailing lists for rent through list management companies 1. Contact a list broker to help you a. Go to www.DMNews.com to find a list broker 2. Research the SRDS (standard rate and data service)

a. You might find a copy of the SRDS in your local library. ii. Targeted niche websites 1. Type in your niche keywords into Google and review the list of search results. 2. Purchase Arelis software to help identify potential targeted websites and website partners (www.Arelis.com). iii. Associations, clubs, groups. 1. Sometimes associations, clubs, and groups will rent you their mailing list. 2. If you join the association, club, or group you may automatically get full access to their membership list. iv. Niche publications. 1. Research any niche trade magazines (every industry usually has several trade magazines) 2. You might also find specialized niche newsletters (online and offline). 3. Note: If youre marketing to an industry call the trade association and ask them for a list of publications that industry members read. v. Buying groups 1. Often an industry that contains small family owned businesses will have one or two buying groups that have lists of potential prospects. vi. Conventions, expos, and trade conferences 1. Usually associations and/or trade magazines will sponsor annual trade shows. vii. Vendors that sell to your niche prospects 1. Find complimentary businesses that sell to the same customer you do. 2. If theyre a manufacturer you can visit their website and possibly get a list of all their dealers. C. Research and gather media advertising costs. a. Compute CPM for each advertising media (CPM = Ad Cost / Number of Impressions) i. Magazines ii. Newsletters iii. Mailing lists iv. Website banner ads v. Trade show advertising D. Determine offline information marketing strategy and processes a. Offline information marketing strategy considerations i. NOTE: Basically there are three ways to sell information products, (1) through direct mail, (2) through advertising in publications, and (3) over the Internet. In addition, there are two approaches to selling info products, (1) using a one-step marketing process, or (2)

using a two-step marketing process. Heres a brief explanation of each consideration. 1. Direct Mail Selling your info product through direct mail requires you to have a list of qualified prospects that you send a salesletter for your information product to. 2. Advertising Selling your info product through advertising requires you to use paid advertising in a targeted publication to offer your information product. 3. Internet Marketing Selling your info product over the Internet requires you to have either a webpage or website that you drive targeted traffic to either through paid advertising or free traffic generation methods. 4. One-Step Marketing (Directly advertising your paid information products) a. One-step marketing is simpler but it is more expensive, has lower conversion rates, and doesnt allow you to build a prospect list. b. If you have a low-end information product that youre selling for around $15-$19, one step marketing may be effective. 5. Two- Step Marketing (Advertising to generate leads and then following up) a. Two-step marketing requires you to develop a lead generation advertisement that offers free information, which is followed up by a salesletter for a higher priced information product. b. Selling your information product via direct mail. i. Determine your marketing approach (one-step vs. two step), your offer, and your response mechanism (how people will respond) 1. The Offer Your offer will depend on your marketing approach. If youre using a one-step approach your offer will be to buy your info product. If youre using a two-step approach your offer will be to give away (or sell for a very low price) your special report salesletter or your low-end information product. 2. The Response Mechanism - The letter or postcard should instruct the prospect to either call a toll free number to order the special report, or send their request via mail, fax, email or even visit your website. (I use a toll free number from www.AutomatedMarketingSolutions.com because its the easiest way to respond and results in the highest amount of leads). ii. Acquire a targeted direct mailing list via a list broker or publication. 1. Read the article in the Members Area about selecting and using mailing lists.

iii. Develop a lead generation letter or postcard that offers a free special report (see Members Area for an example of each). iv. Send the letter or postcard to a portion of your mailing list via 1st class mail. 1. The first mailing should usually go to no more than 1,000 names. If the first mailing is successful then you can incrementally roll it out to the rest of the list. v. Record your leads in your prospect lead database. 1. If you use a toll free number from Automated Marketing Solutions they will transcribe your leads for you and send them to you in an Excel spreadsheet via email. vi. Send your follow up salesletter for either your low-end introductory information product or your high-end info product. 1. Your free special report will be an education-based salesletter. See the two examples of special report salesletters in the Members Area. 2. Many people will respond better to your low-end information product because it represents less risk. After they buy that product you can upsell them to your coaching program or a higher-priced information product. 3. Offer a free consultation or assessment as a bonus to your information product. vii. Once your prospect buys your info product, continue to follow up with newsletters and offers for your coaching and consulting services. viii. Calculate the following statistics, which youll use to compare your marketing investments in the future. 1. Cost-per-lead (Cost of mailing / Number of people who responded to your lead generation offer). 2. Cost-per-sale (Cost of mailing / Number of people who purchased your information product). 3. Conversion rate (Number of people you mailed to / Number of info product sales). 4. Prospect value (Total profit on mailing / The number of people mailed to). c. Selling your information product via targeted advertising. i. Review the targeted media list with CPM calculations that youve already developed and decide on where youll advertise. 1. Make sure your media choice is highly targeted, cost effective, and can easily be scaled up. ii. Determine your marketing approach (1-step or 2-step) and your response mechanism (Fax, email, phone, or website) for your advertisement. iii. Design advertisement 1. The layout and offer of your advertisement will differ depending on your marketing approach and use of response

mechanism. Take time to review the samples given in the Marketing Bootcamp and Members Area. Specifically review the following items. a. Review advertisement samples in the Marketing Bootcamp binder. b. Review the checklist titled, 40 Tips for Off-thePage Advertising Campaigns. c. Read the special report titled 95 Tips for Converting your Advertising and Direct Mail Campaigns Into Powerful Customer Magnets. 2. After you have placed your advertisement follow the same instructions as in the Selling your information products via direct mail section. d. Selling your information product via the Internet. i. NOTE 1: There are a myriad of strategies and tactics to sell your information product via the Internet. This one topic could fill an entire bootcamp on its own. In this section Ill detail how to sell your info product using pay-per-click search engines, which is the simplest and fastest method. ii. NOTE 2: The website that I talk about in this section is a single page salesletter mini-website whose only function is to sell your information product. You can (and should) sell your information product on your main website; however, I like using mini-websites to sell my information products because there are less distractions, which result in higher conversion rates. Again, you should also have a products section on your website where you use the same copy to sell your information product(s). iii. Prepare your information product to be sold electronically. 1. If youre selling a book, format it for professionalism and attractiveness. a. Consider using Dr. Neil Tarvin at www.ebookgraphics.com to format the inside of your ebook (see an example of his work in the Members Area under templates titled, Sample Free Giveaway Viral Ebook Using Internal Graphical Formatting. 2. Convert your MS Word document into pdf using pdf995 at www.pdf995.com. iv. Prepare your infrastructure to be able to sell your book online. 1. NOTE: If youre just starting out and will only be selling an electronic product, I suggest using Clickbank. If you want to give your prospect the option to buy a physical product you should consider using __________. Once you are selling around $500 a month of your information product consider upgrading to 1shoppingcar.com. 2. Take payments online without your own merchant account

a. The simplest way to do this is to sign up and use www.Clickbank.com. However, you wont be able to sell physical products using Clickbank. b. The other option is to use PayPal.com to accept payments online without a merchant account. 3. Take payments online with your own merchant account a. You can use your own merchant account but youll pay monthly fees whether or not you sell anything. b. I use www.skipjack.com as my gateway and ?????????? as my bank merchant account. c. PracticePaySolutions.com is another good integrated merchant account and payment gateway provider that I use. 4. Set up your shopping cart and download page a. If you use Clickbank, the download function is included in the Clickbank system. b. I use www.1shoppingcart.com to run all my information marketing websites. It literally does everything I need and if youre considering doing any serious business on the internet you should consider using it. 1shoppingcart.com provides the following functions for my business: i. Mailing list management. ii. Secure electronic downloading of products iii. Online advertisement tracking iv. Affiliate program management v. Shopping cart functions vi. Split testing vii. Autoresponder service 5. Write your salesletter a. You have two options to write a salesletter for your information product: i. Option 1 - Do it yourself Read my special report titled, Your 12-Step, Foolproof Salesletter Template and create your own salesletter OR purchase www.pushbuttonsalesletters.com and use the software to help you create your own salesletter. ii. Option 2 Have someone else create the letter for you. Use Michael Fortin at www.SuccessDoctor.com if you want everything done for you (salesletter + website). Hes pricey but hes the best. For a lower cost option consider Grady Smith at www.Cheap-Copy.com or Mike Jezek at

www.IrresistableCopywriting.com. 6. Design and build your website a. NOTE: If youre going to do any serious business on the Internet I highly recommend learning a website development software package such as MS Frontpage or Dreamweaver. (Frontpage is easier to use but Dreamweaver creates better code). You should also learn to use a graphics design software such as Adobe Photoshop. Learning these two software packages was one of the best things I did when starting out. You should also take some time to read my special report titled, 16 Common Website Mistakes and How to Fix Them. b. You have two options for creating your website design: i. Option 1 - Purchase a website template at www.TheTemplateStore.com then modify it with your own navigational links and graphic header and logo (see www.SmallBusiness-Marketing.org for a good example of a modified template from the Template Store). ii. Option 2 Have your website design created by either Vaughan Davidson at www.KillerSiteDesign.com or Brian Terry at www.eBookWow.com. (See www.InstantReferralSystems.com for a good example of Vaughan Davidsons work and www.CoachesMarketingBootcamp.com for an example of Brian Terrys work.) c. Integrate your merchant account buy links with your new website and test it. 7. Setup your website to capture contact information. a. NOTE: The vast majority of your visitors will not buy on their first visit so you should attempt to capture their contact information so that you can follow up with them. b. Create a special report or multi-part course that you can give away on your mini-site. This doesnt have to be long (5-10 pages) but it does have to be relevant enough to entice people to give you their email address to get it (see my viral ebook example in the Members Area). c. Set up a popup webpage and form to display your offer and capture your prospects name and email address.

d. Attach your webpage to your popup code. To create your popup you can purchase www.AmazingPopups.com, which contains a popup generator tool and instructions on how to use it. You can also find a free popup coding tool on the web. e. Next, set up an Autoresponder series to send follow up messages to your prospects and attach it to your form capture. If you use www.Aweber.com or www.1shoppingcart.com to manage your email list then this step is greatly simplified. f. If you need technical help during any part of this process, go to www.RentaCoder.com and hire someone to help you. It shouldnt take more than one hour. Or contact Steve Shaw at steve@popupmaster.com. 8. Begin online marketing of your information product in the pay-per-click search engines. a. Go to http://inventory.overture.com and develop a comprehensive list of keywords that youll use in your marketing efforts. i. NOTE: This tool helps you to identify keywords that you can use to market your products and services. This tool tells you what keywords were typed into the search engines the previous month and how many times they were typed in; which is represented in the keyword count. b. Next, go to Google.com (Google Adwords) and Overture.com and sign up for an account. Follow the instructions to learn how to set up your google adwords and overture.com pay-per-click campaign. Two resources to learn about pay-per-click search engines are www.GoogleCash.com for Google and ___________ for Overture.com

Deliverables: a. Special report or information product b. List of potential media c. CPM cost review for list of potential media d. Lead generation advertisement(s) (for targeted advertising lead generation). e. Lead generation letter (for direct mail lead generation) f. Information product salesletter g. List of potential keywords

h. Direct response website to sell infoproduct i. Pay-per-click search engine marketing campaign j. Autoresponder follow up series.

11. Start Your Public Speaking Marketing System

A. Step 1 Create a relevant presentation a. Your topic should be relevant to your service offering b. Your presentation title should evoke curiosity i. How to Double Your Productivity With Less Effort ii. How to Love the Job You Hate iii. Six Secrets to Superstar Managers c. Develop accompanying presentation handouts and slides i. Note: Dont give your presentation handouts to attendees. Offer to email them to attendees in exchange for their email address. You can put the presentation in pdf format and send them the download link in your email. 1. Use www.pdf995.com to create your pdf file. B. Step 2 - Compile a list of local and national groups to speak to a. Potential local groups i. Chamber of Commerce ii. Networking Groups iii. Small Business Administration / SCORE offices iv. Lions Club v. Note: Visit the local Chamber of Commerce and ask for potential lists of local association, group, and club networking meetings. b. Potential national groups i. Industry conventions and expos ii. Industry association conferences c. Companies and firms i. Meeting planners - You can acquire lists of company meeting planners that are potential targets for your speaking requests. ii. Local companies You can offer lunch and learn sessions for employees of local companies. d. Get the names of the seminar planning decision makers i. Call the event contact people and get the name and address of the speaking planner decision makers. C. Step 3 Create a mailer to request potential speaking engagements. a. Create a speaker sheet (see sample speaker sheet) i. Include photo of yourself ii. Include title of presentation(s) iii. Include bullet points of what people will learn before they leave. iv. Include contact information b. Create a speaking request cover letter i. Personalize each speaking request cover letter ii. Stress what separates you from other speaking choices iii. Include any unusual and impressive qualifications 1. Have you achieved any extraordinary results that qualify you to speak on the subject?

D.

E.

F. G.

2. Do you have an unusual story about yourself that qualifies you and that people will find interesting. iv. Focus on why the organizations audience would find you or your topic interesting and valuable. c. Create a testimonial sheet (see Members Area for example) i. Include testimonials from previous seminar attendees or any testimonials you have d. Consider creating an videotape or DVD of yourself as a sample of your speaking ability. i. Sometimes planners want to know your ability before they book you and a videotape helps to demonstrate your ability. ii. You can just record short bits of your presentation and have them spliced together to create your video. iii. You dont have to send you video to everyone. Consider putting it on your website and/or making it available by request. e. Assemble the speaking request mail package. i. Include the cover letter, speaker sheet, testimonial letter, and video (if applicable). Step 4 Send mailer to group list of seminar planners and follow up. a. Send out the mail package. b. Wait one week and follow up with the meeting planner by telephone. c. Set appointments for speaking engagements. Step 5 Get contact information and testimonials from attendees (important!). a. While delivering your presentation, ask the attendees for their testimonial. Offer attendees a reward for sharing their testimonials with you. b. Offer to send the attendees your presentation by email after the event to motivate them to give you their business card. c. Develop a handout sheet for attendees that offers a special report or your newsletter for free if they give you their contact information (see sample speaker handout). d. IMPORTANT: Ask for a testimonial from the meeting planner so that you can use it to get your next speaking engagement. Step 6 Continue to communicate with your meeting planner list. a. Continue to send your meeting planner list a monthly or bimonthly postcard or newsletter and remind them that youre available for speaking. Pricing your speaking services. a. NOTE 1: There are two reasons to do public speaking, either because you want to be a paid professional speaker or you want the publicity. If you want the publicity, consider speaking for free (or a small fee) rather than charging a fee. b. NOTE 2. If I niche marketed to a narrow niche industry then I would rather offer my speaking services for free and guarantee a niche speaking engagement then charge a fee and jeopardize my chances of not being chosen to speak to my niche.

Deliverables:

a. Speaking presentation b. List of local and national speaking opportunities and names and contact information for meeting planners. c. Speaker cover letter d. Speaker bio sheet e. Testimonial sheet f. Speaker video g. Confirmed speaking engagements.

12. Start Your Publicity Marketing Program

A. Develop an explanation of your unique selling proposition Jjjjj A. Develop an explanation of your unique selling proposition Jjjjj A. Develop an explanation of your unique selling proposition Jjjjj A. Develop an explanation of your unique selling proposition Jjjjj A. Develop an explanation of your unique selling proposition Jjjjj A. Develop an explanation of your unique selling proposition Jjjjj A. Develop an explanation of your unique selling proposition Jjjjj