You Only Need to be Slightly Better than the Competition

On a Sunday motorcycle ride my bike suffered a flat tire. I wasn’t hurt and the bike wasn’t damaged. Fortunately I was close to a mall. The Canadian Tire store in that mall wasn’t able to repair the flat but the service manager allowed me to store my bike in the shop over the weekend. That was an unexpected friendly gesture. Storing the bike inside was much better than leaving the bike in the parking lot over the weekend.

On Monday I started calling motorcycle shops to arrange pick up and repair. I was surprised at the responses.

The first shop was less than a mile from the Canadian Tire store. The person who answered the phone said,

 “Nah, I’m booked solid and everyone’s screaming for their bike. I have to turn you down. I don’t want your business.”

Wow. That was a brutal rejection that I didn’t expect. I won’t call them again and I can only imagine why people might be screaming.

The second shop was closest to my home. The person responded with,  

“I’m busy today. Call me tomorrow.”

I wondered, “Why can’t you take my call now? Why should I call you back tomorrow?”

By the time I called the third shop my expectations were greatly diminished. The person said, “I can pick it up tomorrow.”

Wow! That sounded promising. Tomorrow was the best promise I’d heard so far. Then he added that he might not examine the bike until Thursday. The bike might not be available until Saturday. That was the best promise yet. I told him that I’m a weekend rider so Saturday or Sunday was good.

A Few Questions

Why were the people at the first two shops so negative? Why did no one ask me about my expectations? Is that a symptom of the industry or simply bad retail service?

Tuesday morning I waited for the service truck at the arranged time. Fifteen minutes after the scheduled pick-up time I called the shop to check the status. The shop person didn’t apologize for the lateness. Instead she said that the truck should be there soon. The person picking up my bike was 30 minutes late. He didn’t apologize either.

It looks like there is room for motorcycle shops to improve their attitude and customer service. Naturally attitude and customer service have much in common.

It’s curious that the friendliest person was the service manager at the Canadian Tire store. He had no immediate gain from me. They don’t repair motorcycles nor do they sell motorcycle accessories. They specialize in automotive, house and garden.

I will remember the snubs and the kind gesture.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

7 Reasons We Might Not Accept your Linkedin Request

It’s not me – it’s you!

Do you want to improve your success at building your list of Linkedin contacts?

Perhaps you reached out and asked me (or someone else) to link with you on Linkedin. Why didn’t we accept? At one time I believed that it was wonderful to accept every connection request and reach out to as many people as possible.

Remember how excited we once were to hear “You’ve got mail.”? Most of us don’t feel that way anymore.

I accept that Linkedin is about connecting, networking and selling oneself. I’m comfortable with that. You might be selling yourself to get your next job. You might be selling yourself as a recruitment specialist. Those two roles were the original thrust of Linkedin.

But Linkedin and its use has evolved and you might be selling your professional services or your products.

I believe that Linkedin is a marketplace for people, services and goods. That’s the only reason I participate. Some of you might have a product or service that I’m interested in. More importantly to me, I expect that some of you might be interested in buying my services or referring me to an interested party.

One of the traps of social media is to believe that more means better. More contacts, followers, likes and comments… Justin Bieber isn’t the standard that you should chase.

The reality is that we don’t need more. We need better. The quality of those numbers might be more important than the magnitude.

Here are some of the criteria that might prevent me (or others) from accepting your invitation:


No Photo
If you couldn’t be bothered to add your photo then why should we bother to connect with you? For all we know you might not be human. A photo of your dog or cat does nothing unless you’re a veterinarian. An image of your logo or product is also impersonal. Linkedin is a forum for personal contact.


You Have Less than 200 Contacts
Numbers still count. How will your anemic list of 65 contacts help me? If you have less than 200 contacts then that doesn’t demonstrate influence. It feels like you’re trying to mooch off my list.


Vague or Weak Description
Your portfolio is vague or slim. We read it but can’t figure out what you do or what your expertise is. You spewed a pile of clichés that turned us off. You made claims that are not believable because they reek of absolutes and ridiculous promises.


Standard Connection Message
This by itself isn’t a connection killer. If you simply clicked on the standard Linkedin message “I’d like to add you to my network” I’m ambivalent. You haven’t given me a reason to connect. On the other hand if you wrote a personal message instead of the standard lazy message you are almost guaranteed that I’ll accept your invitation.

Do you want a guarantee that I’ll accept your connection request? Tell me what attracted you to connect. Tell me how you might help me. Tell me why I should connect with you.


Poor Grammar and Word Choice
If after reading your portfolio I see that English isn’t your first language I will forgive simple grammar and syntax errors.  I’m looking at the phrasing of your invitation and your portfolio and what you might offer. Several spelling errors will repel me.


You vs Me
If your portfolio is all about you – that is a turn-off. It’s okay to describe your accomplishments. But be sure to present your accomplishments in terms of how you helped your clients or employers. Is your portfolio a crass plea for a job? Or is it an offer of value? Convincing testimonials from employers, colleagues or clients can boost your credibility.

Your Tagline
This is your opportunity to capture attention because it displays immediately after your name. The most common default is to show the title of your current job. That’s boring but does help to stick a label on you for the recruiters and HR drones if that’s who you want to attract.

The best option is to describe your promise in the tagline. Why should people connect, hire or work with you? Avoid the clichés. That simply shows that you are unimaginative and no different from the mob.

The worst option is to list your status as:  “Currently looking for new opportunity”,
“On Sabbatical” or “Hoping to land my first job”. My reaction is “don’t call me”.

If you want to build a more profitable network on Linkedin make your portfolio attractive to new prospects. Convert if from a “job obituary” to an attractive invitation.

Before you send your “invite to connect” messages read the portfolio of your prospect and write them a personal invite that feels attractive to them.


George Torok
Co-author of the bestselling, Secrets of Power Marketing





George Torok  

Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Power Marketing Tip #61: How to Build a More Productive Network

How to Build a More Productive Network

There are many theories and misunderstandings about networking. Let’s shed some clarity on the subject and remove some of the stress.

Should you network?

That’s the wrong question. The right question is “How can you network more productively?”

The short answer is to network with the right people and follow a simple yet effective networking system.

The most common mistake is to believe that your network should be composed of potential customers, i.e. prospects. There might be some prospects in your network but don’t build your network on that hope.

Instead build your network with people who might introduce or refer you to prospects. Why? Because that approach leverages the power of those connections to spread your value. The contacts in your network can become marketing agents for you. Naturally you need to build relationships with those potential marketers.

Some contacts are better connecters than others. The best connecters could provide you with many leads over time. For that reason you need to build the relationships. But you might not know which contacts will be most helpful.

For that reason you need to follow a simple, effective and efficient system for building those networking relationships.

Three guidelines to follow

A productive network is based on people who are willing to help you. This means that you must first help them. Give before you get and don’t begrudge it.

Stay in touch with your network. Use more than one method of connecting. This might include a mix of email, web posts, phone calls, formal events and coffee meetings. The most valuable contacts need face-to-face contact. Be sure to demonstrate value with each connection that you make.

Create and maintain a database of your network contacts. Record the contacts and be sure to note the details of each connection, especially when you plan to connect next.

Networking is an imperfect process. It’s best to follow a simple system that works well for you. Remember, someone you know can connect you with someone who wants to buy what you offer.

Learn how to create and follow your networking system.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

The Three P’s of Establishing Yourself as an Authority

The Three P’s of Establishing Yourself as an Authority

Why be perceived as an authority?

When you are perceived as an authority in your field you’ll gain an unfair advantage over the competition. You will naturally attract more leads, opportunities and business. The leads you attract will tend to be better qualified leads who expect to pay more for your expertise. Doors will open easier for you. Your reputation will serve as an introduction for you. You can be more selective about the clients you work with. Your brand story will grow stronger and spread easier. The media will help to tell your story.

Pond

Pick the pond that you want to dominate. The point to becoming an authority is to dominate your market. A small fish in a big pond is seen as a commodity. Strive to be the big fish in a small pond.

Start with a small pond. This means that you need to clearly define your pond (market). The size of the pond might change over time as you adjust your focus or increase your authority.

The pond describes your target market. It shows who and where your key customers are. You might describe your pond in terms of industry, geography, economics, demographics, priorities, connection and/or timing. A good description would include at least a few of those parameters.

The most useful descriptor that you need to know is the mindset of your target market. Why might people buy from you? What are their main concerns? What are their emotional needs? What pain or fear motivates them to buy?

Position

Position is about HOW you do business. While the Pond was about the mindset of your best prospects, Position is about your mindset.

Your mindset determines what you say and how you act and how the members of your staff speak and act on your behalf.

In establishing your authority this is perhaps the most important of the three. How do you want to be perceived? What position do you want to claim? What vacant position in the market space can you claim?

Claim a position that is vacant and memorable. You must be comfortable with that position because it can stick for a long time.

You could position your product or service in an unoccupied space. Offer options that the others don’t. Package or unbundle your service that blindsides the competition.

A powerful way to stake a position is to disagree with the crowd. Be controversial. Reveal industry dirty secrets. Pose disturbing questions about the status quo. Change the entrenched pricing structure. Offer something for free that everyone else charges a fee. Embarrass your competition.  Speak and act noticeably different from the rest of the industry.

Publish

Authority isn’t what you claim. It’s what others grant to you. Therefore they must know and respect you and your Position.

Clients and colleagues might spread the word but you can’t count on that alone. You need to actively publish your message.

How do you publish?

You consistently put your message and name into the online and traditional media. The best types of messages that work with the media are opinion, advice and information.

Online media offers you blog posts, videos, and other social media outlets. The traditional media includes newspapers, magazines, radio and TV. You might send them news releases, articles and checklists. You can offer them your expert opinion for interviews. You can orchestrate community events that attract the media.

Establish and nurture your image as an authority by following the three P’s – identify your Pond, claim your Position and Publish your message.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Power Marketing Tip #55: Buying is an Emotional Experience

Buying is an Emotional Experience

Your customer is an emotional being. You need to be aware of the emotional states that affect the decision to buy from you.
Your marketing must address the emotional needs of your customers.
There are three types of emotions and you need to address each differently.
 
Relationship
 
The emotions that the customer might need to feel are: confidence, trust, inclusion, feeling special, comfort and safety.

You can address these emotional needs by building stronger relationships. A significant contributor to the relationship building is the customer service experience.
 
The key principle to building relationships is to make others feel good about themselves.
 
Retreat
 
The emotions that might cause your customer to retreat from you include fear, confusion, suspicion, frustration, and anger.
 
Your marketing must mitigate these emotions because these can lead to lost sales and worse - bad publicity. The bad publicity is even more prevalent with the online review sites like TripAdvisor.com and the social media sites like FaceBook and Twitter. Bad news travels faster and gets remembered longer than good news.
 
You can minimize most of these retreat emotions with the use of clear communication, consistent performance and demonstrating a keen interest in your customer's satisfaction.
Building stronger relationships will also mitigate these emotions and the consequences.
 
Advance
 
The most common emotions that might move your customer to buy from you include: pride, greed, love, guilt, and especially, hope.
 
Your marketing needs to trigger or leverage the relevant emotions of your prospects. Depending on the market the appeal to these emotions might or might not need to be subtle.
 
For example, while signing the contract for my new car the sales person offered me a few extras which I quickly turned down. Then she offered tinted windows. I quickly refused but when she added that "it would make me look cool" I swiftly agreed to tinted windows.
 
This third type is the most important set of emotions to making the sale. Even if you build good relationships and mitigate the Retreat emotions you need to influence the emotions of Advance. These are the most important to persuading your prospect to buy from you.
 
Review the three types of emotions that can affect your prospects and identify the most likely emotions that relate to your best customers. Don't worry about the emotions of your bad customers.
Now examine how your marketing addresses those emotional needs.
 

George Torok

How have you noticed your emotions triggered by marketing, selling and customer service experiences?

Add your comments below

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Get Approval to Attend Your Industry Conference

Get Approval to Attend Your Industry Conference

If you are an employee, you probably need to ask permission to attend a conference or convention. There are two things you want. You want the organization to pay for the cost of the event along with the travel expenses. The other thing you want is permission to be out of the office to attend the conference while still being paid. This is not your vacation.

You are asking your employer for two valuable resources – time and money.

So how do you get approved by the boss to attend your industry convention or association conference on the company’s dime?

Show how it will help your organization and your boss. Your organization is investing money while your boss (if not the owner) is taking a risk.

You must present a case that focuses on the benefits to your employer. The mistakes are to talk about what’s in if for you or to list the features. You are asking them to invest in you. You need to clarify the return they can expect.

If you have attended a conference or convention then describe how you have applied the lessons or contacts to solve problems, make money or save money.

If you haven’t yet had that experience then describe the results of colleagues. If you don’t have those stories then explain how the issues and topics align with the priorities of your organization.

If that fails you could always appeal to the experiences of your boss in attending conferences and conventions.

Most importantly you must do your homework. Don’t simply waltz into the boss’s office with your crazy request. Be well prepared to answer the question, “Why should I approve your request?”

You could also ask your association for help in getting the approval you need to attend the conference.

Here are some tips from conference organizers to get your approval:

Canadian Payroll Association

How to Get Approval from Management to Attend the CPA’s Conference & Trade Show

One of the best ways to get management support is to submit a formal proposal to your direct supervisor, outlining the benefits of your attending the conference to your organization. First, investigate if your organization has a formal professional development policy, form and/or designated amounts for their employees. Second, review the daily schedule for the conference online or in the registration brochure to identify the education sessions and networking events that address the specific needs within your organization. Review your organization’s current initiatives, such as streamlining processes, building relationships or implementing a new process, and find the corresponding sessions. Then, finally, start preparing your proposal. Read the rest

CGI Insurance Exchange Conference 2013

The CGI Insurance Exchange Conference is more than a gathering of product users—it’s a purposeful and strategic program for increasing the return on investment in your CGI solution. For many, having to discuss the value of attending is a necessary step in securing approval. Following are facts and tips to help you make your case: Read the rest

My Company Won’t Pay! How To Get Approval To Attend Conferences or Training

Sometimes getting what you want requires a little creativity. While working for a Fortune 50 company several years ago, I desperately wanted to attend a conference in a newly forming discipline. My manager supported my attendance, but had no budget for the conference. Responses from upper management varied from neutral to negative, ranging from “Why do you want to go to that conference?" to "Everyone knows our industry is going through a downturn these days; we need to cut back on all unnecessary travel expenses." Read the rest

Tips to Get Approval Internally at Your Institution/ Organization to Attend the ISSFAL Conference

In our current economic climate, getting approval to attend meetings may be more challenging for you now than it has been in the past. Here are four steps you can use to build a solid case for attending ISSFAL 2012. Read the rest


What have you done to receive management approval to attend industry conferences or seminars?

Add your comments below


George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Marketing Articles Published in 2012

Enjoy this selection of marketing articles published in the past year. Click on the title to read the rest of the article.






Magic Words to Transform Your Business Relationships

Abracadabra!
Imagine that you could wave an enchanted wand while uttering magic words that transform your business coals into diamonds. You don't need the wand and you probably already know the magic words. The sticking point like everything else in life is that it's not what you know that counts, it's what you do with what you know.

Too many business owners are looking for complicated solutions and overlook the simple secrets of business success. Why have so many uneducated entrepreneurs excelled in business? Because they only understood simple things and applied those simple things passionately. Richard Branson is an outstanding example.
One of the purposes of marketing is to build strong relationships with your clients and prospects. You build (or destroy) relationships with what you do and say. Let's explore the language of good relationships. It costs nothing except your attention to the words that you and your team use with clients and prospects - and with each other.





3 Polarizing Branding Secrets from Death Cigarettes

How can you build a stronger brand? Take a position that some people hate so your preferred customers love you.

I heard the best lessons about "How to create your Brand?" on the podcast interview with UK entrepreneur BJ Cunningham.

BJ Cunningham created a company called The Enlightened Tobacco Company in 1991, selling a cigarette called "Death Cigarettes". It was presented in a black package emblazoned with a white skull-and-crossbones logo. Just imagine how that image might appeal to the rebels. That is the start of a strong brand.

His premise was to take a position that none of the other cigarette companies were willing to take. That's good advice for any business building a brand! At the time all the tobacco companies were still denying any ill effects of smoking tobacco. You know the tired story, "It has not been proven that cigarette smoking causes cancer." Somehow the tobacco barons rehearsed well enough to deliver that lie with a straight face. But that is a different issue.


Hand Written Notes - the Original Social Media

More Personal Than Digital Media
It's impossible to ignore the Social Media crusade. Perhaps you received business through Social Media contacts and activity. I admit that I've made interesting new contacts, renewed old friendships and generated business through social media.

However, I've received a lot more business and recognition from sending hand written notes. The two best messages to send via hand written note are thank you and congratulations. Thank you for your business, help, referral, testimonial, patience, gift...

Congratulations on your achievement, recognition, new venture, milestone… The prompting for the note could be personal or business.




Boost Your Personal Brand by Leveraging Your Association Membership

As a member you have many ways to enhance your personal brand without breaking a sweat. What's holding you back?

Your personal brand is not a logo, colour or tagline. It's the combination of all that you do, say and especially what others say about you.

When you are a member of an association - that speaks about you. The credibility of the association, the ethics, the leaders and the positioning of the association speak about your personal values. But, only if you broadcast your membership to the marketplace. Don't be shy. If you have reason to be proud of your association, then brag about that association. List your membership on your Linkedin profile. Put "member of" in your email signature and display the membership plaque on your office wall. Brag about who you associate with.



How to Kick Start Your Writing To Boost Your Personal Brand
 
One of the best ways to become known as the expert is to write. You could write to or for newsletters (association, corporate, community), newspapers (community, business, trade, weekly, daily), or magazines (general, trade, association, business).




George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing  
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Hand Written Notes – the Original Social Media

More Personal Than Digital Media

It’s impossible to ignore the Social Media crusade. Perhaps you received business through Social Media contacts and activity. I admit that I’ve made interesting new contacts, renewed old friendships and generated business through social media.

However, I’ve received a lot more business and recognition from sending hand written notes. The two best messages to send via hand written note are thank you and congratulations. Thank you for your business, help, referral, testimonial, patience, gift…

Congratulations on your achievement, recognition, new venture, milestone… The prompting for the note could be personal or business.

Here’s why you might consider sending hand written notes.

Your note will stand out which means it will be noticed and remembered. Very few people are sending hand written notes so you will be different from the rest.

The open and read rate is much higher than for email or other avenues of digital messaging. Most people will promptly and eagerly open the envelope to see what the note says.

It’s low tech, which means that it’s simple to do and easy to follow through. You don’t need to register for expensive classes on how to use this tool or hire consultants to do it for you.

It’s your handwriting. What could be more personalized than that? There’s character in your handwriting that can never be captured by Arial or Times Roman. It doesn’t matter if your handwriting is sloppy as long as it is legible. The secret is to slow down when you write that note.

It’s handwritten so people realize that it’s personal and written from you to them – one-to-one. We never really know about your digital messages. They could be mass messaging or cut-and-paste.

Opening the envelope and holding the note, is tactile which means that it stimulates an underused sense.

This marketing device will never be hijacked by Google or Facebook. You could order custom printed stationary or you could buy a package of plain note cards and envelopes.

The next step for you is to make it a daily or at least weekly habit to send notes to clients, prospects, associates, staff and other contacts.

© George Torok is co-author of the bestselling, Secrets of Power Marketing. It’s the guide to personal marketing for the non-marketer and published in seven countries. Get your free copy of “50 Power Marketing Ideas” at www.PowerMarketing.ca

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing  
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

You are NOT a Brand – You are a Person

Personal branding or just personal?

What do you see when you look in the mirror?

It’s not a logo or a brand staring back at you. It’s your face. That face is a sign that you are a human being.

Don’t get fooled by the pundits claiming that you must have a personal brand to succeed. While they’re preaching “Brand or die” they’re fitting you for their version of branding. It’s like the used-car sales rep saying, “Trust me. This car is perfect for you”.

Back to the mirror

Smile. Notice the warmth conveyed when you smile. Notice how friendly you look when you smile. What do you feel is more attractive – a logo or that smile?

Examine that face. That face is the outward expression of all your wisdom, experience and character. Brands don’t possess any of that. Why would you trivialize your character by calling it a brand?

Look closely at your eyes. The old expression is “the eyes are the window to the soul”. Behind those eyes are your values, emotions and personality. Go ahead and wink at yourself. What did you see? Brands can’t wink at you.

Instead of fretting about your brand, get more comfortable with yourself. Identify and reinforce your strengths because that’s why people will like and buy from you.

Take everything that is you and build better relationships.

Those relationships will be far more powerful than any brand. Relationships are multi-dimensional while brands are flat. Relationships are living connections between people while brands are corporate attempts to induce a zombie-like trance on customers.

Some might suggest that if you build relationships your personal brand will evolve from that. That’s okay, but don’t focus on the brand because the brand will at best be a shadow of your personality. If you focus on shaping the shadow you risk losing the benefits of being a human being.

Who would you rather do business with – a brand or a person?

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Marketing Presentation video: How to Appear to be More Successful

We would rather deal with successful people and successful companies. How can you appear more successful - especially when you don't feel successful?

How can you feel more confident?

Enjoy this video clip from a live presentation of George Torok speaking to a group of business owners and representatives. The message is practical and the performance is engaging and entertaining.




George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Be Perceived as An Expert by Writing Tips Lists

Write a list of tips or warnings for your clients and prospects. It’s an easy and effective way to position yourself as a concerned expert.

Tips                                                                

The number one principle for success. . .   

Two ways of approaching . . .  

Three questions to ask when buying . . .

Four common mistakes. . .

Five key elements of . . .

Six steps to creating a . . .

Seven ways to save money. . .

Ten tips when using . . .  

Warnings

The single biggest fallacy. . .   

Two dangers of . . .

Three wrong turns made by . . .

Four cornerstones of . . .                                  

The five myths. . .

Six major obstacles. . .

Seven deadly sins. . .

Ten ways to waste . . .

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Promote Your Personal Brand by Writing

One of the best ways to become known as the expert is to write. You could write to or for newsletters (association, corporate, community), newspapers (community, business, trade, weekly, daily), or magazines (general, trade, association, business).

Write a letter to the editor

This is the easiest way to be published. Watch for an issue that you feel strongly about or that touches your business. The issue doesn’t have to relate to your business. This is just a chance for people to know you. Take a stand. If you can make your communication funny, that is even better. Write it well. The editors will correct grammar and edit for length. Sign the letter with your name and a moniker that you like, or your business name. If you find nothing gets your juices flowing enough to write a letter of opinion, write to the editor to say what you like about the publication. They always print those letters.

Write a letter to a columnist or writer

Some columnists never get mail, and they will love you if you write them a letter. Pick a columnist that you like. If you like them, there is a pretty good chance that they are similar to you in some way, and they will like you.

Write an article

Even if you think you can't write, write. Then edit your work by rewriting it again and again, until it sounds good. No one will ever know how many times you rewrote. When you admire a movie you never judge it by how many takes it took to get the shot, or by the film left on the editing room floor. When others read your article they see only the finished product, not the rewrites.

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Networking Tip Video: Collect more Business Cards than...

Giving out business cards is not productive networking. Yes, you should give your business cards and do something else that is more important....



Networking tips from George Torok

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

How to Promote Brand YOU! Video Interview on Full Potential

How to Promote and Make Brand YOU Stand Out
- George Torok interviewed by James Rick, host of The Full Potential Show

Enjoy this enthusiastic video interview on the Full Potential Show to:

• Discover the key principle to building stronger relationships.
• Learn the strongest way to build a stronger personal brand.
• Hear why you should not worry about your weaknesses.
• And much more...

George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Build Credibility, Value and Trust on a Shoestring

Setting priorities in your business? Your first job is to sell. Selling is - writing the orders; receiving the cash; feeding the beast. If you don't sell, the beast, (your business), will die. The impact of selling is immediate. You may love it, but it is a beast. You need to feed it and control it.

Your second priority is marketing. Marketing is taming and grooming the beast. Marketing is everything that makes it easier to sell. Marketing is about sending messages - and everything you do or don't do sends a message. You are responsible for these messages because they impact the perception of your credibility, value and trust. The impact of marketing is long term. The best time to start marketing was yesterday. The next best time is today.

Use these low-budget techniques to build credibility, value and trust on a shoestring.

Be a guest speaker for community groups, schools and associations.
You most want to speak in front of prospects. But sometimes you need to take side steps to get there. Check the directories at the library to find associations that might have prospects for you. Then contact the local chapters to offer a no-charge seminar or speech. Don't tell them you speak for free even though you do. Instead tell them that you normally charge, (pick a number), but agree to waive your fee as a first time offer.

The presentation must be of value and interest to the audience. It can't be an infomercial. Provide a handout with key points from your talk. Include information about your services along with your contact numbers and website on the handout. Ensure your introducer reads the introduction you prepare that establishes your expertise and what you do. But don't stand up there and sell - instead market by using examples of how you helped previous clients. Ask for a list of all attendees. If they refuse, collect everyone's business card for a draw. Give away a book, one of your products or 30 minutes of your service. It is more important to collect business cards than to give yours away.

After your presentation ask the organizer to refer you to speak at other associations or other chapters of the same association. Other groups you might speak to are Rotary, chambers of commerce, and various networking clubs. You don't need to be a member to be a guest speaker.

Prepare and rehearse your presentation. To become a better speaker read the book, "Secrets of Power Presentations", by Peter Urs Bender, www.PeterUrsBender.com. You could take a seminar on presentation skills or hire a speech coach. You can find both plus tons of free presentation guidelines and tips at
www.SpeechCoachforExecutives.com.

Another alternative is to join Toastmasters. It is a non-profit association that teaches presentations skills in a peer coaching club environment. Find a local Toastmasters club by visiting www.Toastmasters.org

Volunteer for a charity, community cause or association.
Budget your time wisely and volunteer for a cause or group in which you strongly support. If you do, then you will work willingly and passionately. You will feel good about your contribution. Others see you at your best. They have the opportunity to know you and like you. And we would rather do business with people we know and like. By volunteering on a committee or charity you contact others who share your beliefs. And we like others who are like us. After working together as volunteers it is easier to discuss business opportunities. In this way you may discover new customers and suppliers. You might also find partners for cross promotion or referrals.

The bonus payoff from volunteering is positive media exposure. This might include photos and interviews that may result from your impact. You could join an established cause or you could simply organize your own event. A dentist donated one day of his service to give free fillings to children of single mothers just before Christmas. He received front-page coverage.

Write and publish articles
We grant tremendous respect to those who have published works. Write a book and that is an invaluable credibility tool. Case in point: before I wrote my book, Secrets of Power Marketing, with Peter Urs Bender I was a nobody. After, I was an overnight marketing guru. I say 'overnight' because it took two years to write and lots of promotion. Nothing in business happens overnight, neither success nor failure.

You can and should start with something simpler than a book - articles that highlight your expertise. The simplest article to write is a tips list. It could be 'Three steps to prepare for ______'; 'Five questions to ask when buying ________'; 'Seven ways to save money on your __________'; or 'Ten tips for improving your _________'.

The most important step in writing is to start. The second most important step is to edit and rewrite. Forget about writing excellent copy the first time. I would be so disappointed with myself to find out you can write perfect copy the first time.

Where do you publish? You most want to be seen in the publications your prospects read. These might be trade and association magazines. Members tend to read them cover-to-cover. Of course it is wonderful to appear in a national business publication. Copy your articles and send them to your clients and prospects. Post them on your website and on the wall of your office - for visitors to admire and for you to be reminded that you are an expert.

Feed, tame and groom the beast and it will be your friend.


George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
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