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The  Marketing Action Group – Fall 2020

Business Finance

Program Administration

Program Dates, Zoom link, Slack Group, Coaching Sessions, Resources, Recordings, and Participants

Program Dates

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

Zoom link

All sessions will be conducted by Zoom video at the link below. Please join the session a few minutes before we start.

Slack Group

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: (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

Stock Photos

Graphic Design 

Grammar and Spelling Correction – – App to correct grammar errors. Works on the web and in Gmail.

Screen Capture App – Jing –

Video App – Loom

Client Relationship Manager – CRM 

Participants – Names and emails. Feel free to be in touch with anyone in the group.

Charles Kovess <>,

Charlotte Young <>,

Chris Vasiliadis <>,

Craig Mitchell <>

Diana Del Bel Belluz <>,

Donna Dobrovich <>,

James Katzenberger <>,

Jennifer Leake <>,

Jo Smith <>,

Joe Grant <>,

Maurice Downing <>,

Stevan Browning <>,

Steve Johnson <>,

Steven Chen <>,

Theo Gilbert-Jamison <>,

Victoria Lynne Hannu <>

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


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.

The Key Elements Marketing Matrix

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.

Creating Your HEOB Program

The IKEGAI Model – Are you offering what…. You LOVE, You are GOOD AT, The WORLD NEEDS, and What you can BE PAID FOR.

The IKEGAI Model

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

Writing Your Executive Summary

Samples of Executive Summaries:

Heart of Business Executive Summary (Suggest you start with this one.)

Jerry Wistrom Executive Summary

Susan Prescott Executive Summary

Maria Granovsky Executive Summary

Alastair Dyrburgh Executive Summary

Kevin McGourty Executive Summary

Philippa Kennealy Executive Summary

Neal Zimmerman Executive Summary

Amy Bingham Executive Summary

Assignment: Write an Executive Summary for your HEOB.

An Executive Summary is a valuable document. It’s not an exercise of going through the motions.

 - Dilbert by Scott Adams

Session 2. Lights, Camera, Action, Clients! Your Presentation

Recording Session 2.

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.

Here’s an article on the Audio Logo.

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. 

Template chart for creating a slide presentation.

Assignment: Develop a slide presentation first using the Template. Do NOT use Powerpoint or Keynote for your first draft.

Your presentation actually needs to say something! 

 - Dilbert by Scott Adams

Session 3. More on Your Presentation

Recording Session 3.

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. 

Marketing with Presentations Model

Presentation Narrative Template

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.

Instructions for creating a slide presentation.

Assignment: Once, you finish your Presentation Narrative, you want to start to develop your actual slides using the instructions above.

Are you explaining your business in a way that’s easy to understand?

 - Dilbert by Scott Adams


Session 4. MAG Program Timeline and Presentation Samples

Recording Session 4.

1. MAG Program Timeline

This Timeline gives an overview of what we will cover during the remainder of the program.

MAG Program Timeline

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.

Annette Reissfelder

Theo Gilbert Jamison

Stevan Browning

Lynne Victoria Hanu

3. The 13 questions every prospect has about your service.

This article outlines these 13 key questions.

Not, not this kind of question. You can do better.

 - Dilbert by Scott Adams

Session 5. Honesty and Persuasiveness in Marketing. 

Recording Session 5.

Honesty and Persuasiveness in Marketing. Ten ways to make your marketing more persuasive. 

Loser, Struggler, Con Artist, Winner.

It’s not about the length of your presentation. It’s about how honest and persuasive it is.

Health Medical Pharma

Session 6. Reach Out and Touch (Present to) Someone

Recording Session 6.

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.

Michigan Virtual High School

Session 7 – Marketing Practices. Meetings. Selling. Proposals.

Recording Session 7.

Second Part:

1. Key Marketing Practices

The Keys to Attracting Clients – A summary of the most important ideas in this marketing system

2. Telephone Scripting

Telephone Scripting – What to say when you get a conversation with a prospect or lead source.

3. Strategy Session Template

Template for a Strategy Session – This script and template takes you through the whole selling process which I call a “Strategy Session.” This needs to be adapted and customized for your business.
(I will be adding a shortened version of this soon.)

4. Proposal Template

Template for a ProposalThis document gives a complete overview and template for writing a simple, but powerful proposal. Plus, the best way to present a proposal if you want it accepted

Don’t do this! Keep your proposals simple!

 - Dilbert by Scott Adams

Session 8 – Podcasts and Reports – Core Issue Article

Recording Session 8.

1. Getting Booked for Podcasts

How to Get Booked for Podcasts – Information on getting booked for podcasts with several linked articles.

2. Writing a Report or Core Issue Article

How to Write a Report or Core Issue Article – Instructions on writing a Report or Core Issue Article that you can use as a “giveaway” on your website and as a “freebie” on Podcasts and Webinars.

Ultimately, it’s about getting in front of your ideal clients, giving them value, and sharing your information. It’s also about building your e-list. It’s not about this!

Dogbert Starts A Podcast - Dilbert by Scott Adams

Session 9 – Plan Moving Forward, Webinar Marketing

Recording Session 9.

1. Your Marketing Plan Moving Forward

Create a simple one-page planning document. You might include sections such as: Purpose, Goals, Strategy, Challenges, Study, Mindset. Use the following sample to create yours. Keep it to one page only.

Sample of Marketing Plan

2. Webinar Marketing

How do Develop and Promote a Webinar

How to Book Yourself for Talks and Webinars

You want to make your webinar engaging and persuasive. This is NOT the way to present a webinar!

 - Dilbert by Scott Adams


Session 10 – The Strategy Session and Getting Unstuck

Recording Session 10 – ttp://

1. The Strategy Session Template

Strategy Session Document – This is a complete guide for conduction Strategy Sessions. Customize for your use.

2. The Getting Unstuck Process

Unstuck Process Worksheet – Use this process when your marketing is stuck in a limiting belief or fear.

Yeah, we all get stuck and tend to procrastinate when it comes to marketing. 

 - Dilbert by Scott Adams

Session 11 – Top Three Words – Giving “Free Training”

Recording Session 11 –

1. Three Words for the Year

Three Words for the Year Article – Chris Brogan

2. Offer a Free Training (which is just another word for Webinar)

Article on results of offering free trainings – Julie Wolk

Your top three words are all about your purpose and direction for the year. Don’t make it complicated. 

 - Dilbert by Scott Adams

Session 12

Recording Session 12 –

What are the top five outcomes that you offer/deliver in your business?

In this session, we have a guest, Ted Prodromou, and we talked about writing effective emails and newsletters.

Hopefully, you can write something better than Dogbert. 

 - Dilbert by Scott Adams

Session 13

Recording Session 13 –

Assignments Checklist – These are all the assignments in the program so far. Score yourself from 0-10 on each of them.

What do you need to work on next in your marketing?

Where are you stuck? What are you excited about?

Where do you need support/coaching input?

Weekly Assignment – Identifying Fears of reaching out and looking at a new possibility.

1. Identify the major fear that’s holding you back from reaching out to prospective clients. I.e., “They don’t have the time for me.” or “I don’t have my presentation perfect yet.”
2. This week, ask yourself this question over and over again: “Who would I be if I could no longer have that fear?”
There isn’t a *right* answer. But, I promise if you stick with it, something will open up for you.
I recommend writing out this question and posting it in a few places around the house so that you can’t miss it.

We weren’t born with fears. Well, maybe this guy. 

One Small Mistake Is Doom - Dilbert by Scott Adams

Session 14

Recording Session 14 –

Interview with Patrick Summar – In this interview, I spoke to Patrick about how he started his coaching business and grew it to where it is now with a handful of great high-end clients and a life that is fulfilling and balanced.

Patrick’s Key Principles – This is the sheet Patrick shared at the end of the session with the key principles in having a business and life that work for you. (this will be available in a day or two)

No, this is not the work-life balance you are looking for!

 - Dilbert by Scott Adams

Session 15

Recording Session 15 –

1. Slide Presentation – Overview of Proactive Marketing Strategies.

Getting Out There

2. How to Use Free Trainings to Market

Link to Podcast

Transcript of Podcast

3. Linked In Unlocked (Melonie Dodaro’s LI Approach)

How to Prospect with Linked-In

Your marketing plan should be a little better than this one:

 - Dilbert by Scott Adams

Session 16

Recording Session 16 –

Interview with my Mentor, Joe Meissner. This interview with Joe covered his whole career and how he built upon one skill and set of connections to the next skill and set of connections. He went from writing high-end resumes to putting together multi-million dollar deals. Think about how you can apply his approaches and principles to your business.

Secrets of an Extreme Networker – This is a fantastic article by Joe on effective networking. A great summary of all the dos and don’t of connecting with people who can help you move your business forward.

Yes, there are some challenges with networking!

 - Dilbert by Scott Adams

Session 17

Recording Session 17

Your Ultimate Marketing Strategy – Experiences

Marketing Experiences Presentation

New Presentation Template

Action Plan Marketing

Generic Template

Presentations are great if…

 - Dilbert by Scott Adams

Session 18

Recording Session 18 –

Presentation on the Work of Salvadore Poe


Are we really free? 

Robot With No Freedom - Dilbert by Scott Adams

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