1. Consider it done!
2. We can fix that?
3. Right away.
4. Personally.
5. Let me do some research for you.
6. I have no excuse.
7. I commit to…
8. You have my word…
9. I take full responsibility for…
10. I will take ownership of this problem.
11. Here’s what I CAN do…
12. The best way for me to help you right now is…
13. Here’s how I can help you the most…
14. I don’t know, so I’ll find someone who does.
15. Here’s who you CAN call…
1. First, ante up.
Because you’ve got to pay yer dues.
2. First, choose roles.
Because you need a foundation.
3. First, think about the fourth sale.
Because it’s not really a sale – it’s a process. It’s a relationship.
4. First, convey personality.
Because that’s what people buy.
5. First, deliver value.
Because if you don’t, you’re nothing.
6. First, get paid.
Because nothing happens until a sale is made.
7. First, pay yourself.
Because you deserve it.
8. First, create SOMETHING.
Because it sets the stage for the rest of your day.
9. First, start writing.
Because writing is the basis of all wealth.
10. First, make a list.
Because if you don’t write it down, it never happened.
11. First, ask Google.
Because if it doesn’t exist on Google, it doesn’t exist.
12. First, discover your WHAT.
Because if you get stopped by not knowing HOW, you’ll never make any progress.
13. First, think design.
Because the medium is the message, and design is EVERYTHING.
14. First, conquer yourself.
Because that’s the toughest battle of all.
15. First, love yourself.
Because nobody else will if you don’t.
16. First, lead yourself.
Because you can’t rightly lead others until you’ve led yourself.
17. First, manage yourself.
Because you can’t rightly manage others until you’ve managed yourself.
18. First, market yourself.
Because if you don’t make a name for yourself; someone will make one FOR you.
19. First, sell yourself.
Because it’s the most important sale in the world.
20. First, develop friendships.
Because people want to do business with their friends.
21. First, do it for free.
Because the more you give away for free, the wealthier you will be.
22. First, put people.
Because people buy from people, people trust people, and people are loyal to people.
23. First, focus on THEIR agenda.
Because your agenda will only block listening.
24. First, your heart will see it.
Because your other senses are too slow.
25. First, focus on your health.
Because without it, nothing else matters.
26. First, focus on your family.
Because they’re only the people who will still love you, even when you act like a complete putz. (Trust me, I would know!)
27. First, focus on character.
Because in the end, that’s all that really matters.
234 Things I’ve Learned about Writing, Delivering and Marketing Speeches
Lately, a lot of people have been asking me about what it takes to become a professional speaker. Since it’s a BIG question; and since I don’t have time to answer each person individually, I figured I would just write a free book on it.
Click on the nametag to download!
1. Are customers asking to buy products and services you don’t offer?
2. Are you a company that your competitors envy?
3. Are you a profession or a business?
4. Are you abandoning buyers?
5. Are you accepting the same type of assignments and fees as you were two years ago?
6. Are you an advisor or just a vendor?
7. Are you being stretched and forced to grow?
8. Are you building bridges to fortify your financial security?
9. Are you charging enough for your ideas?
10. Are you checking email on the weekends?
11. Are you clever or smart?
12. Are you cloning yourself through teaching others?
13. Are you competing or comparing?
14. Are you counting traffic or transactions?
15. Are you creating profound intellectual property?
16. Are you deselecting or being deselected?
17. Are you doing anything that is no longer important?
18. Are you doing business at the level you want to?
19. Are you finding out how others have failed?
20. Are you focused on outcomes or tasks?
21. Are you getting rich slowly or quickly?
22. Are you growing?
23. Are you helping your clients in more than one way?
24. Are you in it for the long haul?
25. Are you learning regularly?
26. Are you looking into the future and examining what the type of people who do what you do often become?
27. Are you pressing the off button enough?
28. Are you productive or just active?
29. Are you seeking influence or affluence?
30. Are you spending time with clients who are going to become a bad commercial for your business?
31. Are you still adding value others can’t?
32. Are you still trying to get somewhere?
33. Are you submersed or immersed?
34. Are you swallowing the hype of the moment?
35. Are you the arrow or the bullseye?
36. Are you the internist or the pharmacist?
37. Are you the one with the most information?
38. Are you tooting or blowing your own horn?
39. Are you typecasting yourself?
40. Are you valuing your alone time?
41. Are you watching people who are the best in your industry do what they do in action?
42. Are you willing or able to give up control of your company in exchange for being able to grow and expand it more quickly?
43. Are you winning?
44. Are you working IN your business or ON your business?
45. Are your friendships, relationships, and your emotional life suffering as a result?
46. Are your products timely or timeless?
47. At what point are you working on making a living vs. building a career/company?
48. Could you make a collectible version of your product?
49. Did you ever incur a personal cost to stand by your values?
50. Did you pay yourself first?
1. You work a job that is SO you.
2. You work a job that doesn’t feel like a job.
3. You work a job that you would do for free.
4. You work a job that makes business personal.
5. You work a job that you would do for nothing.
6. You work a job that demands original thinking.
7. You work a job that makes you laugh, every day.
8. You work a job that makes you forget what time it is.
9. You work a job that combines business AND pleasure.
10. You work a job that keeps you confident, yet uncertain.
11. You work a job that people couldn’t pay you (not) to do.
12. You work a job that you would pay for the opportunity to do.
13. You work a job that makes you think: ‘God. I just LOVE my clients!’
14. You work a job that you would still do if you were the last person on Earth.
15. You work a job that makes you think: ‘I can’t believe I’ve getting paid for this!’
16. You work a job that makes you think: ‘Dude, I have the greatest job in the world.’
17. You work a job that enlists your truest talents, gifts, passions values and philosophies.
18. You work a job that you’re excited to tell people about, yet not in a hurry to tell people about.
19. You work a job that, when you google the phrase “perfect job,“ your picture comes up as a top hit!
1. Do you know which of your marketing efforts have been effective in the past? Find out where the rock created the ripple, then go back and throw more rocks. Repeat past successes.
2. Do your beautiful, award-winning marketing materials actually influence customer decisions? No, they don’t. Nobody cares. Nobody cares about you, nobody cares about your company and nobody cares about your crappy brochure. They care about THEMSELVES and what you can do to make their lives better. Get over yourself.
3. Does your marketing move people’s eyebrows? If not, you’re in trouble. Because this involuntary indicator of interest, intrigue and curiosity is the best instant barometer of your marketing. EVER. Huh? Before Aha!
4. How are you enabling your customers to do your marketing for you? Build community. Cultivate fans, not customers. Build inherent remarkability into your products and services from the get go. You’ll never have to waste your money on another worthless Yellow Pages ad again. Fans equal money.
5. How are you getting permission from people to market to them? You ARE collecting email addresses, right? You ARE sending out a regular, value-driven newsletter, right? You ARE getting subscribers to your blog through RSS, right? Get permission early.
6. How are you marketing yourself daily? The more answers you can come up with to this question, the more money you will make. Period. Market yourself daily.
7. How much money do you spend on marketing? On one hand, you could say ‘nada,’ if your customers are doing your marketing for you. On the other hand, you could say ‘mucho dinero,’ if everything you do is a form of marketing. Imagination, not millions.
8. How much time do you spend on marketing each day? On one hand, you could say ‘nunca,’ if your customers are doing your marketing for you. On the other hand, you could say ‘todo,’ if everything you do is a form of marketing. Imagination, not millions.
9. How much stopping power does your marketing have? Nobody notices normal. Nobody buys boring. The effectiveness of a message isn’t necessarily dependent on its longevity, but rather its ability to evoke emotion in the moment. Make people stop.
10. Is your marketing making music or noise? It’s the difference between the homeless guy who sits on a street corner with a sign versus the homeless guy who stands in a subway station with a guitar. One gets money; the other gets ignored. Interesting. Sing; don’t yell.
11. Is your marketing so good that it doesn’t even look like marketing? Not because it’s slick, but because it’s authentic. It’s YOU. A logical extension of your passion and love and fire. Movements, not campaigns.
BEFORE YOUR APPEARANCE
1. Ezine. At least a week in advance, tell everyone on your mailing list to tune in. To keep their eyes open. Remind them to set their Tivos, check the magazine racks and (not) to change that dial!
2. Text. Most cell phones have a feature that enables you to send a mass-text. This is a great way to save time AND contact a large group of people whose emails you might not have.
3. Call. When I was on 20/20, I physically called every single person in my cell phone. Probably about 150 numbers. (It took about two days. Mostly, I just left messages.) This technique is a great way to spread the word to your closest friends, who will gladly help build buzz around your appearance.
4. Email. Personally email clients, prospects, friends, family members and other people with big mouths. If you have a link ahead of time, send that for their reference. Make it SUPER easy for them to tune in so they don’t miss anything.
5. Blog. Make an official announcement on your blog. Think of it as a press release. Make your headline pithy, catchy and detailed enough so that 6 months from now, a total stranger could read your headline and know EXACTLY what to expect.
6. Teaser. At the end of every blog post up until the day your piece airs, include a teaser or a countdown as your signature line. For example, ‘Watch Sandy on Channel 9 News Next Week!’ or ‘Only 17 more days until Mark’s Oprah Appearance!’ Get people excited! REMEMBER: you’re kind of a big deal.
7. Schedule. If you have a tour or appearance schedule on your website, include your media spot as one of the dates. For example, ‘January 13th, 2007: Hear Mark’s Spot on K-ROCK FM!’
DAY OF YOUR APPERARNCE
8. Blog. When your spot airs (or the publication issue hits the racks), tell everyone! Encourage people not only to tune in, but also to do so with friends. Tell them to have listening parties! In fact, if you’re going to appear on a major media outlet, have a party yourself!
9. Media Accessibility. Whether or not you do your interview LIVE, be sure to be accessible on the day of. Media outlets LOVE to tune into each other. Springboard interviews often come about; as do emails, phone calls, instant messages and the like. Be ready! Leverage is about being able to answer the phone five minutes after your TV spot and say, ‘Sure, Oprah, let me just check my calendar.’
10. Customer Accessibility. In addition to the media, potential customers will (hopefully) be calling and emailing soon after they hear about you. Be ready! Leverage is about being able to answer the phone five minutes after your TV spot and say, ‘Yes, that was me you saw on the news! Sure, I’d love to take an order. 20,000 units? No problem!’
DAY AFTER YOUR MEDIA APPEARANCE
11. Web. On your blog or website, post a screen shot of the website you were on. Scan a copy of the article. Take an actual picture of the television screen with your mug on it. PROVE to people that you were, in fact, in the news. People need proof.
12. Accessibility. Although #9 and #10 already addressed this issue, it’s worth repeating. Be accessible the day after for the people who might not have seen, heard or read your interview the day of. (Same goes for interviews on weekends: be ready the WEEK after too. Patience, grasshopper. They’ll call.)
ANY TIME AFTER YOUR APPEARANCE FOR THE REST OF YOUR CAREER
13. Images. The pictures you captured from #9 can be used as slides in your PowerPoint presentation. Builds credibility with your audience.
14. Signature. At the end of every blog post (for the next month or so), link to your original ‘day of’ blog post. Include an image of the media outlet’s logo or a screen shot to offer proof and get readers excited. (See the bottom of this blog post for a great example.)
15. Schedule. Be sure to keep your announcement on the ‘Past Events’ or ‘Past Appearances’ page of your website. Five years from now, somebody could accidentally come across it and say, ‘Wow! Randy was on Fox News? Cool! I think I’ll hire him now.’
16. Cross Sell. In future interviews, speeches, conversations and writings, reference it. Causally say, ‘When I did a spot on Channel 5,’ or ‘During my interview with Oprah, I learned…’ Don’t be shy. You deserve it.
17. Intro. Next time you give a speech, mention your appearance in your introduction.
18. Bio. Add the appearance to your bio sheet.
19. About. Add the appearance to the ‘About’ page on your website. If you did a TV or radio spot, be sure to have your clip viewable, listenable and downloadable.
20. Author. If you’re an author, include your media appearances in the ‘About the Author’ page of your books.
21. Materials. Add the appearance to your brochure, one-sheet or other marketing materials.
22. Article. Add the appearance to the bio box or byline at the end of your articles. (You DO write articles regularly, don’t you?)
23. Post. If you did a spot on TV, call a clipping service, pay $70 and get a copy of your interview THE NEXT DAY. First, post the video on YouTube. Then, use the tags to embed that video on every other website/blog you have.
24. Mass Email. In your next ezine or newsletter, tell people they can watch/read/listen to your recent spot on your website.
25. Personal Email. Send personal emails to clients and especially hot prospects. For example, ‘Hey Cheri! Not sure if you read the article in the business journal, but here’s the link just in case. Enjoy!’ Don’t sell. Just send the article, let them read it, then wait for them to buy. It works.
26. Tear Sheet. If you did a print piece, get a reprint or really nice copy of it and make it into its own marketing piece. Add it to your media page and press kit.
27. Trade Shows. Take your tear sheet to your next trade show. Give copies to everyone! Make a cardboard cutout of the article. If it’s video, make sure every single person who passes by your booth watches it.
28. Direct Mail. Turn that tear sheet into a one-page direct mail sheet. Send it to prospects, friends, colleagues and other people who know you.
29. Enshrine. Frame the clip or picture of your appearance. Post it in the lobby of your office or on the front door of your store. Make sure every single person who walks in the door sees it. YOUR GOAL: by the time a potential customers comes to your office, she’s already seen proof from a third-party that your company ROCKS. Think Zagat.
30. TV. If you have several clips of video from various appearances, createa montage and make it part of your inner-company closed circuit or lobby TV.
31. Walls. Get a copy of the magazine cover or newspaper article, frame it and stick it on the wall of your office. Every time you look at it, it will serve as a reminder to stay in the media regularly AND to leverage those appearances.
32. Sticker. It’s all about the sticker. On your website, book covers and storefronts, you MUST enshrine. Read how to do this here.
33. Reference. Write subsequent articles and blog posts that expand on the topic you addressed in your interview. Reference the interview during the piece. Include link to actual interview at the end.
34. Card. Turn your appearance into a Holiday Card.
35. WOM. Have your girlfriend tell everyone she knows. Then tell everyone in your family. Best word of mouth ever.
1. Affiliate Marketing. Promoting web businesses in which an affiliate is rewarded for every visitor, subscriber, customer, and/or sale provided through his/her efforts.
2. Article Marketing. A business writes short articles related to its respective industry. It makes these articles freely available. Each article contains a by-line, which becomes a filter for leads and a driver of web traffic.
3. Buzz Marketing. Viral marketing technique that attempts to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser.
4. Catalog Marketing. Presentation of a set of items available for purchase, including description, price, and ordering information sent out to a targeted list of customers.
5. Cause Marketing. Any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations.
6. Cell Phone Marketing. Also known as Mobile Marketing, this new phenomenon uses text messaging, pictures and videos on individual cell phone to broadcast marketing messages.
7. Chotchke Marketing. Giving away a free trinket, knick-knack or decorative souvenir to generate brand awareness and visibility.
8. Citizen Marketing. User-generated media, social networking–based, usually online viral marketing, which allows the people to be the message.
9. Community Marketing. Engaging an audience in an active, non-intrusive prospect and customer conversation. Either organic or sponsored, this type of marketing connects customers to customers; customers to companies and customers with prospects.
10. Conference Marketing. Creating a presence at a conference with via various mediums and techniques to reach a large yet targeted audience.
11. Content Marketing. Includes Article Marketing and/or any other form of free content distribution for the purpose of generating leads and driving web traffic.
12. Customer Focused Marketing. Constantly gathering information about your customers in an effort to better serve them. Improves the relationship between the marketer and its current and potential customers. Also uses existing customers to help locate new customers.
13. Database Marketing. A form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes.
14. Digital Marketing. Promoting products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.
15. Direct Marketing. Driving purchases that can be attributed to a specific “call-to-action”. Direct marketing is distinguished from other marketing efforts by its emphasis on trackable, measurable results.
16. Drip Marketing. A deliberate, planned and sequenced system of deploying marketing messages over a period of time.
17. Duct Tape Marketing. The more layers you apply, the more your marketing sticks!
18. Ecological Marketing. Also known as Green Marketing or Environmental Marketing, this is the promotion of environmentally safe or beneficial products.
19. Email Marketing. A form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising messages to an audience.
20. Engagement Marketing. Also known as Experience Marketing, the provider and consumer are co-creators in product development and marketing processes.
21. Evangelism Marketing. An advanced form of word of mouth marketing in which companies develop customers who believe so strongly in a particular product or service that they freely try to convince others to buy and use it. The customers become voluntary advocates, actively spreading the word on behalf of the company.
22. Event Marketing. Promotional activities involving an event such as a sporting or social event, designed to bring a product to the attention of the public.
23. Fax Marketing. Using a fax machine, computer, or any other device to send an unsolicited advertisement or marketing message to another fax machine.
24. Forum Marketing. Bulletin and/or message board-based arenas use to facilitate discussion, build community and drive web traffic around a specific topic or market.
25. Free Stuff Marketing. Giving away free products, services or information (i.e., things of value) in order to funnel in customers who will hopefully purchase something at a later time.
26. Global Marketing. Also known as International Marketing, a company applies its assets, experience and products to develop and maintain marketing strategies on a global scale.
27. Grassroots Marketing. Delivering key organizational messages to key audiences where they live, work and play.
28. Guerilla Marketing. An unconventional way of performing creative promotional activities on a very low budget.
29. Mobile Marketing. Marketing via a mobile device, i.e., a huge hot dog, in order to bring together companies and customers.
30. Network Marketing. Also known as Multi-Level Marketing, a person recruits salespeople to sell a product and offer additional sales commissions based on the sales of people recruited into their own downline.
31. Newsletter Marketing. A combination of permission marketing and direct email marketing, this content/value driven technology allows marketers to regularly publish information to their target audience.
32. Peer-to-Peer Marketing. Changing the source of the message by involving your clients in the process of converting leads to clients.
33. Permission Marketing. Marketers will ask permission before they send advertisements to prospective customers. It requires that people first “opt-in”, rather than allowing people to “opt-out” only after the advertisements have been sent.
34. Personal Marketing. People and their careers are marketed as brands. Also known as Personal Branding, this suggests that success comes from self-packaging.
35. Piggyback Marketing. Arrangement in which one firm distributes a second firm’s product or service.
36. Reality Marketing. A form of Permission marketing that blends many types of interactive advertising techniques into a Reality television show format.
37. Referral Marketing. A form of Affiliate exchanging. Referrals are normally redeemed for cash, goods or services.
38. Relationships Marketing. Emphasizing on building longer term relationships with customers rather than on individual transactions.
39. Reverse Marketing. Encouraging potential customers seek you out instead of the other way around. Accomplished by delivering value first.
40. Search Engine Marketing. Online marketing methods to increase the visibility of a website in search engine results pages.
41. Social Marketing. The systematic application of marketing alongside other concepts and techniques to achieve specific behavioral goals for a social good.
42. Target Marketing. Market segment to which a particular product is marketed, defined by age, gender, geography, and/or socio-economic grouping often define it.
43. Testimonial Marketing. Using third party endorsements to build credibility for a product or service.
44. Trade Show Marketing. A combination of various marketing forms used at a trade show to create visibility in and target a specific industry.
45. Viral Marketing. Using pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes.
46. Word of Mouth Marketing. Activities that companies undertake to generate personal recommendations as well as referrals for brand names, products and services.
1. Art that isn’t done for art’s sake isn’t art, it’s a TASK.
2. Art will flow abundantly if you simply choose to LIVE creatively.
3. Be nice to people, and eventually when they stop thinking about why you’re being nice to them, they’ll start being nice back.
4. Creativity is about starting ANYWHERE, then going back and allowing it to lead you SOMEWHERE.
5. Creativity isn’t something you DO; it’s something you ARE.
6. Don’t find time to write – MAKE time to write.
7. Find regular venues to validate the potential of your new ideas.
8. Friendliness is so rare; it’s actually become remarkable.
9. If the other person finishes their meal first, you weren’t listening enough. Or you eat too fast.
10. If you have to advertise your business on your own rear window, you’re probably not that successful.
11. Little things are as big as big things.
12. NEVER EVER EVER begin your creative process by staring at a blank page. Not only will it scare the shit out of you, it will scare the art out of you.
13. Opportunity never stops knocking – only YOU that stops listening.
14. Permit not the slaughtering of even your smallest ideas.
15. The only difference between listening and loving is spelling.
16. There are no little things, only big things whose bigness you haven’t yet realized.
17. When you expect nothing, failure is impossible.
18. Writing is subconscious absorption.
19. You won’t know when your client has stopped trusting you.
20. Your greatness will (eventually) shine.
21. Your mind works for you.
1. A successful speech is a group effort.
2. Activity isn’t progress.
3. Ask yourself how YOU can do it before asking how it’s already been done.
4. Be confident but uncertain.
5. Be gentle and non-critical of yourself.
6. Build credibility into everything you do.
7. Discard evaluative tendencies.
8. Don’t advertise your importance.
9. Don’t be stopped by not knowing HOW.
10. Don’t count on your audience to connect the dots.
11. Don’t fall in love with your own ideas.
12. Don’t reach for ready-made replies.
13. Don’t talk so goddamn much.
14. Don’t talk the energy out of your idea or else there will be nothing left for action.
15. Don’t waste your time playing to the wrong crowd.
16. Doubt is healthy.
17. Emulate, don’t imitate.
18. Every day is the answer.
19. Everything you do should lead to something else you do.
20. Everything you write MUST have a response mechanism.
21. Fear the known.
22. Find a way to catalyze your discontent.
23. Find out if this is an opportunity, or an opportunity to be used.
24. Formulas are reductive. Stick with practices.
25. Get the other person to learn it on their own.
26. Get the other person to say it on their own.
27. Get their email.
28. Give people new eyes, not new landscapes.
29. Good art is never finished.
30. Ideas are your major source of income.
31. If all you’re doing is speaking, you don’t have a business.
32. If all you’re doing is speaking, you have no audience outside of your audience.
33. If they want you, they’ll find you.
34. If you make it an issue, you give other people permission to make it an issue.
35. Know the patterns of your ignorance.
36. Notice your patterns of energy investment.
37. Patience. It’s only a matter of time. They’ll come when they’re ready for you.
38. Pinpoint your value and work backwards.
39. Publicists are full of shit.
40. Punch people in the face. Make it really, really clear.
41. Recognize threats to your ownership.
42. Refuse to define yourself by others’ assessments.
43. See more by striving less.
44. Seeking leadership destroys the journey.
45. Seven words: ‘I respect your opinion of my work.’
46. Shut up and listen.
47. Something isn’t always better than nothing.
48. State your fee confidently and shut up. He who talks next loses.
49. Stop trying to win over complete strangers who don’t know how to value you yet.
50. The loudest person in the room is usually the weakest person in the room.
51. The map is not the territory.
52. The media doesn’t care about you.
53. The more time you’ve been given to talk, the less you should actually speak.
54. The number of eyeballs isn’t as important as WHOSE eyeballs.
55. The purpose is found in the process
56. The question isn’t IF they should use you, it’s HOW they should use you.
57. Wait for the right time to prove people wrong.
58. Wearing glasses makes you look smarter.
59. When you do an interview, you’re NOT there to answer their questions.
60. Writing is the answer to everything.
61. You don’t always have to organize everything.
62. You don’t need to apologize when you’ve done nothing wrong.
63. You don’t need to be the expert. Only the PERCEIVED expert.
64. You don’t need to justify your existence to anyone.
65. Your calendar is your inventory.
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