The Marketing Action Group – Fall 2020
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.
https://bookme.name/actionplan
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.
Resources
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
Client Relationship Manager – CRM – https://lessannoyingcrm.com
Participants – Names and emails. Feel free to be in touch with anyone in the group.
Charles Kovess <charles@kovess.com>,
Charlotte Young <charlotte@envision-synergy.net>,
Chris Vasiliadis <chris@prioritywellness.com>,
Craig Mitchell <craig@6dq.co.uk>
Diana Del Bel Belluz <diana.belluz@riskwise.ca>,
Donna Dobrovich <donna@dfdcoaching.com>,
James Katzenberger <jkatzenberger@usa.net>,
Jennifer Leake <jennifer@assessmentpros.com>,
Jo Smith <josmith@josmithassociates.com>,
Joe Grant <jojigrant@gmail.com>,
Maurice Downing <maurice@corfocus.com.au>,
Stevan Browning <stevan.browning@icloud.com>,
Steve Johnson <steve@scalingsales.com>,
Steven Chen <schen2020@cs.com>,
Theo Gilbert-Jamison <tjamison@psbydesign.com>,
Victoria Lynne Hannu <victoria@heartandsoulceo.com>
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
LIGHTS, CAMERA, ACTION, CLIENTS!
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.
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
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
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.
Session 2. Lights, Camera, Action, Clients! 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.
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!
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.
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?
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.
This article outlines these 13 key questions.
Not, not this kind of question. You can do better.
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.
Loser, Struggler, Con Artist, Winner.
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.
Session 7 – Marketing Practices. Meetings. Selling. Proposals.
Recording Session 7. http://actionplan.com/mag1/mag1-07a.mp4
Second Part: http://actionplan.com/mag1/mag1-07b.mp4
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 Proposal – This 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!
Session 8 – Podcasts and Reports – Core Issue Article
Recording Session 8. http://actionplan.com/mag1/mag1-08.mp4
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!
Session 9 – Plan Moving Forward, Webinar Marketing
Recording Session 9. http://actionplan.com/mag1/mag1-09.mp4
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.
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!
Session 10 – The Strategy Session and Getting Unstuck
Recording Session 10 – ttp://actionplan.com/mag1/mag1-10.mp4
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.
Session 11 – Top Three Words – Giving “Free Training”
Recording Session 11 – http://actionplan.com/mag1/mag1-11.mp4
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.
Session 12
Recording Session 12 – http://actionplan.com/mag1/mag1-12.mp4
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.
Session 13
Recording Session 13 – http://actionplan.com/mag1/mag1-13.mp4
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.
We weren’t born with fears. Well, maybe this guy.
Session 14
Recording Session 14 – http://actionplan.com/mag1/mag1-14.mp4
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!
Session 15
Recording Session 15 – http://actionplan.com/mag1/mag1-15.mp4
1. Slide Presentation – Overview of Proactive Marketing Strategies.
2. How to Use Free Trainings to Market
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:
Session 16
Recording Session 16 – http://actionplan.com/mag1/mag1-16.mp4
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!
Session 17
Recording Session 17 – http://actionplan.com/mag1/mag1-17.mp4
Your Ultimate Marketing Strategy – Experiences
Marketing Experiences Presentation
New Presentation Template
Presentations are great if…
Session 18
Recording Session 18 – http://actionplan.com/mag1/mag1-18.mp4
Presentation on the Work of Salvadore Poe
Are we really free?
