The Marketing Action Group – Fall 2020
Program Dates, Zoom link, Slack Group, Coaching Sessions, Resources, Recordings, and Participants
Sept 3, 17, Oct 1, 15, Nov 5, 19
Dec 3, 17, Jan 7, 21, Feb 4, 18
Mar 4, 18, April 8, 22, May 6, 20
All sessions will be conducted by Zoom video at the link below. Please join the session a few minutes before we start.
We’ll be using a Slack Platform to communicate with each other in the group. I have invited you all to join. If you did not get the invite, please let me know.
Link to Slack Group – This will be set up soon.
Individual Coaching Sessions
You will have up to two individual coaching sessions with Robert each month. I recommend you book them well in advance to make sure you can fit them in for the month.
Appointment hours are between 10 am and 5 pm, Tues – Friday. My meetings times are 10. 12, 2, and 4 Pacific time.
Recordings of the Sessions
All the recordings will be posted online. The links to the recordings will use this format:
http://actionplan.com/mag1/mag1-##.mp4 (the ## will be the number of the session. I.e., 01, 02, etc.)
If you need to miss a session, simply enter the correct URL for that session and you’ll be taken to the video online.
Booking App – http://bookme.name
Stock Photos – http://123RF.com
Graphic Design – http://canva.com
Grammar and Spelling Correction – http://grammarly.com – App to correct grammar errors. Works on the web and in Gmail.
Screen Capture App – Jing – https://www.techsmith.com/jing-tool.html
Video App – Loom – http://loom.com
Participants – Names and emails. Feel free to be in touch with anyone in the group.
Annette Reissfelder <firstname.lastname@example.org>,
Charles Kovess <email@example.com>,
Charlotte Young <firstname.lastname@example.org>,
Chris Vasiliadis <email@example.com>,
Diana Del Bel Belluz <firstname.lastname@example.org>,
James Katzenberger <email@example.com>,
Jennifer Leake <firstname.lastname@example.org>,
Craig Mitchell <email@example.com>
Jo Smith <firstname.lastname@example.org>,
Joe Grant <email@example.com>,
Maurice Downing <firstname.lastname@example.org>,
Stevan Browning <email@example.com>,
Steve Johnson <firstname.lastname@example.org>,
Steven Chen <email@example.com>,
Theo Gilbert-Jamison <firstname.lastname@example.org>,
Tim Kist <email@example.com>,
Victoria Lynne Hannu <firstname.lastname@example.org>
Assignment. Please be in touch with a minimum of two participants per week by phone or Zoom. Read their Preparation Work and have a connection conversation to share ideas, insights, resources, and connections with each one. Do about 30 minutes each way. You’ll do this each week of the program until you have spoken to everyone.
Program Sessions and Assignments
The date, primary topic, and assignment of each of the group sessions is posted below.
Session 1. Orientation, Marketing Elements, Message/Audio Logo, HEOB, Executive Summary
Recording of Session 1 – http://actionplan.com/mag1/mag1-01.mp4
The Elements of the Marketing Process
Marketing includes many elements. For professional service business marketing, we divide that into 4 main areas:
1. Your Offering or Service. Includes your Marketing Message, your HEOB, your Executive Summary, and your Presentation.
2. Your Proactive Outreach. Includes your Network & List, Connections and Meetings, Presenting Your Service, and Strategy Session.
3. Your Passive Marketing/Relationship Building. Includes Website and LI Profile, Networking and Social Media, Email Newsletter, and Speaking/Webinars.
4. Your Marketing Mindset. Includes the most important mindsets: Confidence, Creativity, Persistence, and Resilience.
1. HEOB Program
An H.E.O.B. Program is a High-End, Outcome Based Program that you can offer to your clients.
It’s high-end, in other words, relatively expensive. It’s designed to produce a definite Ultimate Outcome that your clients want.
The IKEGAI Model – Are you offering what…. You LOVE, You are GOOD AT, The WORLD NEEDS, and What you can BE PAID FOR.
Assignment: Create the structure for your HEOB Program.
2. Executive Summary
An Executive Summary is a one- to two-page document that sums up the essence of your services (or your HEOB Progam). This is something you provide to those in your network, and to prospective clients once they express interest in what you have to offer.
Template of your Executive Summary
Samples of Executive Summaries:
Heart of Business Executive Summary (Suggest you start with this one.)
Assignment: Write an Executive Summary for your HEOB.
Session 2. Audio Logo. Your Presentation
Recording Session 2. http://actionplan.com/mag1/mag1-02.mp4
1. Message – Audio Logo
The Audio Logo is a way to talk about your business when someone asks what you do. This article is a good overview of that approach.
Assignment: Create a compelling Message or Audio Logo for your business.
2. Presentation, Slide Deck
A Presentation about your professional services or program (HEOB) is at the very heart of this program. With your presentation, you clearly articulate the value of your services or program.
Assignment: Develop a slide presentation first using the Template. Do NOT use Powerpoint or Keynote for your first draft.
Session 3. More on Your Presentation
Recording Session 3. http://actionplan.com/mag1/mag1-03.mp4
1. A Model for Marketing Professional Services with Presentations
How exactly does the process work for attracting new clients using presentations? This diagram makes it clear.
J0 Smith’s Presentation Narrative Document (this is a perfect sample)
2. More Powerful Presentations
Some ideas about effective slide presentations. We’ll go over a few examples and share a number of ideas on how to make your presentation as powerful as possible.
Assignment: Once, you finish your Presentation Narrative, you want to start to develop your actual slides using the instructions above.
By the way, this is NOT the kind of presentation we are looking for!
Session 4. MAG Program Timeline and Presentation Samples
Recording Session 4. http://actionplan.com/mag1/mag1-04.mp4
1. MAG Program Timeline
This Timeline gives an overview of what we will cover during the remainder of the program.
2. Presentation Samples
Below are a few samples of presentations from group members. They are not necessarily complete. As they are completed, they will be updated.
3. The 13 questions every prospect has about your service.
Session 5. Honesty and Persuasiveness in Marketing.
Recording Session 5. http://actionplan.com/mag1/mag1-05.mp4
Honesty and Persuasiveness in Marketing. Ten ways to make your marketing more persuasive.
It’s not about the length of your presentation. It’s about how honest and persuasive it is.
Session 6. Reach Out and Touch (Present to) Someone
Recording Session 6. http://actionplan.com/mag1/mag1-06.mp4
1. Getting Your List Together + Short Outreach Email
Get Your List Together. How to assemble your contact list.
Write a Short Outreach Email. A simple template for an outreach email to those in your network.
2. Setting up Presentations with Those in Your Network
From Meetings to Presentations. How to set up meetings that lead to presentations.
3. Following the 50 Coffees Process
50 Coffees. How to meet with more people in your network for ideas and referrals.
4. Do You Want Success or Freedom?
Success or Freedom. A Poem about how you can have both.
No, this is not what you want to do! Reach out to those you already have some connection with.