Consultant Marketing Soundtrack

I have no clue where this idea came from.

Perhaps it was watching the credit roll on an old movie that used rock songs from my misspent youth as the background to everything from chase scenes to tender love scenes and everything in between.

The music of your career.

Consulting careers are usually sorted out into:

  1. Start up
  2. Growth
  3. Established

When I first considered this way of looking at my past I was struck by the urgency of establishing my practice. As a foot ball fan, the Rolling Stones’ song “Start it Up” came to mind. But I couldn’t think of the words to the song just that powerful guitar riff and driving beat.

So I looked it up. The earworm I had of the musical opening to the song was accurate but the title wasn’t. It is actually “Start Me Up” which you don’t hear until about 15 seconds in. Of course, I watched this video. And then I checked out the lyrics that start with:

If you start me up
If you start me up I’ll never stop
You can start me up
You can start me up I’ll never sto
p

I’ve been running hot
You got me ticking going to blow my top
If you start me up
If you start me up I’ll never stop
Never stop, never stop, never stop

You make a grown man cry
You make a grown man cry
You make a grown man cry

Seems to me there’s a little sexual tension there and if you are really into consulting it has some of those connotations.

What about growth?

That little foray into sensuality got me wondering what the key melody was for all those years I was growing the practice. Nothing came immediately to mind until I started thinking about the years I spent as a journeyman in advertising. Then it came to me. Neil Diamond. Either you’re a fan or you’re not. He recorded a live album at the Greek Theatre in Los Angeles called “Hot August Night.” One song in particular that night sort of tells it like it was for me: “Brother Loves Travelin’ Salvation Show”

I discovered that it was used in the movie, “Once Upon A Time In Hollywood,” I sleuthed out  a video where he explains how the song came about and then sings it. click here  Later versions of the song with an orchestra and a choir backing him are just gilding the lily of this powerful take on a piece of Americana. This may have been when I decided to become a speaker because like Brother Love I’ve always wanted to give back and to spread the word of what works in my world. Listen all the way through. You’ll understand.

Established?

That one came easy. You can’t grow up when I did without knowing about a little town called Detroit. Yes, it was famous as where American cars were manufactured. But it became Motown when music that would sweep the nation began to be recorded there. No, I’m not going to claim a connection to something from Barry Gordy’s bunch.

My guy was Bob Seiger. He and the Silver Bullet Band would tour for years but his songs were made famous by other artists that covered them. He is best known for “Night  Moves,” “Still the Same,” and “Against the Wind.”

But the song for this part of the journey is one he wrote while touring in 1973. Check out this video and remember these words: “Here I am, on the road again. There I am, up on the stage. Here I go, playin’ the star again. There I go, turn the page.”

And so it goes.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

Consultant Marketing The Right Words

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They arrive in my inbox as attachments.

The request is: “Here’s the latest, take look and see if it will get your agreement.” Or, “How can we make it better?” Sometimes it is just a simple, “Please edit. I’m looking for people to agree with this and take action.”

Multiple forms, one mission

Here are the most common written documents produced by my clients:

  • Newsletters
  • Blogs
  • Articles
  • Posts
  • White papers
  • Position Papers
  • Presentations
  • Booklets
  • Books

All of them are written to be informative and to one degree or another to be convincing or persuasive.

Words that work

Ever find yourself wondering what someone means, especially when they use acronyms? Do you get confused when someone’s argument goes off obliquely? Are there words you’ve heard that sound good but don’t convey a succinct meaning to you?

I’m playing with you. Let’s try those questions with other words:

Ever find yourself wondering what someone means, especially when they use collections of letters as a word? Do you get confused when someone’s thinking goes off at an angle that doesn’t make sense? Are there words you’ve heard that sound good but don’t speak clearly to you?

A better picture in your mind’s eye

The USA is not one of the greatest collections of readers in the world. Of the developed countries we rank 16th or 17th depending on the study. Scarier still is the fact that about 14% of the US population is illiterate! So why should a consultant be worried about that?

Step away from the 50-cent words

Yes, you are well educated. Yes it cost you a fortune. Yes, you’d like to put the vocabulary you learned to work. Of course, you want to impress that prospect with your knowledge.

Don’t.

Let your emotions be your guide

To convince or persuade you first have to communicate. To get people to see things your way you have to find a way get your ideas across to them. Shorter words have greater emotional connections. The little words make people feel things. Some examples:

  • Canine versus dog
  • Residence versus home
  • Endeavor versus aim
  • Unbiased versus fair
  • Expeditious versus fast

Understanding is a many layered thing

The length of sentences as much as the words used control what we understand.

A sentence that goes on and on like a winding country road that meanders through one croft to another over hill and dale passing innocent bovine pastures and orchards swollen with nuts and fruits will sooner or later cause a bump in the reading larger than any of the chasms in the lanes.

Whew! I got lost somewhere around “bovine.”

To win, you need to write short.

Short sentences.

Little words.

To get the gig you need to touch their emotions.

Don’t impress.

Do not make them guess.

Find the words they use.

The right words.

This is the way I end a speech that talks about how to go from nobody to somebody:

  • The Right Words can make you Memorable in a heartbeat
  • The Right Words can generate trust as you introduce yourself
  • The Right Words allow people to sort themselves into prospects or referral sources
  • The Right Words can get the sale.
  • The Right Words can establish your brand in the time it takes you to speak them

And so it goes.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

Consultant Marketing From Nobody to Somebody

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Normally I don’t sell from the stage when I speak. At least not for the last 15 years.

I just about always collect contact data to begin a relationship.

I always  take  the time to visit with anyone interested in learning more.

A salute to product.

As a result of a consulting contract an event manager has asked me to speak at three of his events later this year. He specifically wants me to sell 30-Second Marketing TM from the stage because it supports and adds to the planned experience of the program.

You missed one thing

My report said that overall the 2-day event had been well done and provided some unexpected presenters and subjects. “But,” I said, “You missed one thing. The people that attend these entrepreneurial events come in two varieties:

  • Men and women completely new to start-ups
  • Experienced entrepreneurs trying to avoid further failures

Both of those groups need one thing that they generally don’t get in on-line or in-person events.”

They need a brand but no one tells them how to build one.

I said, “Your program talked about all the social media needed to get to a mass market brand. It was excellent in that regard but provided no solid method to develop the words that would set an individual apart. Brands are built one contact at a time. One gem of a contact plus another and another until you have a string of them. Like a string of pearls. You have to be memorable to one person before you can be remembered in the same way by a crowd.

From Nobody to Somebody

Three seconds is all you’ve got to go from Nobody to Somebody. That’s true in person or on line. How you answer the question, “What do you do?” will make you stand out from the crowd or continue in oblivion.

A Memorable Hook is just the beginning

You can get to Trust, build a brand and generate referrals in 10 seconds if you have the right words.

The right words

You think through the conversation before it happens so you can find the right words.

You don’t have to come up with something on the fly.

You can truly connect with people by using the right words.

  • The right words… Can make you memorable in a heartbeat.
  • The right words…can generate trust as you introduce yourself
  • The right words…allow people to sort themselves into prospect or referral sources
  • The right words…can establish a brand in the time it takes to speak them

Moving from Vision to Product

Most entrepreneurs have the ability to have others connect with their vision. They start with family and friends and expand to other funding resources but then comes the time to sell their product or service in order to be successful and they are stymied.

They have to stop selling the vision and start selling the product or service. Then they have to expand that market or get faster repeat.

The right words make the difference.

The formula is all about the words. It always includes a Hook, a Hold, a Pitch and a Close.

The Hook changes your generic title to something Memorable in the vernacular that inextricably includes your name.

The Hold must be presented in the prospect’s words with full understanding of their fears, ambitions, concerns and perceived risks.

The Pitch must be definitive in how your process or ability or approach delivers that is not available elsewhere while giving them an easy way to explain it to someone else they believe it will fit.

The Close is more about taking an order when they are ready to buy than selling. Yes, give them concrete examples of what you’ve done for others. Talk about outcomes you’ve delivered.

Then there is the guarantee.

If you operate in the English Language and fully participate in an in person or on-line 30-Second MarketingTM Workshop and can’t develop words that work based on your fellow student’s viewpoint, I will give you three hours of my personal assistance, If, after that your fellow students still say it is a lost cause you get your money back. No ifs, ands or buts.

And so it goes

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Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing and Brand development advice that builds businesses, brands and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

Consultant Marketing in the Beginning

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I was interviewed on a Podcast last night.

I had approached the interviewer because of a post she had put in a group I’d been asked to join on Facebook. Usually I don’t engage on that platform but there she was, right up front when I clicked a link to the group.

We had chatted briefly on the phone, set a date for the interview and she said she would send me all the particulars.

When she called a little after dinner she was concerned that I had not responded to her e-mail.

I immediately searched my e-mail files and found zip, nada, nothing. She did the same and discovered that it was in her draft folder and had not been sent!

She asked if I could talk now to record her blog.

I said, “Certainly.”

She clarified a few points and then proceeded with the introduction.

Our connection is an event promoter who is launching a nationwide tour in March. I’ll be one of two keynoters in San Diego in November. He wanted me to keynote in multiple cities in the west but I no longer get a kick out of being in an all-day event, flying at night to the next city and doing it all again the next day. So I passed on Phoenix and Las Vegas.

Then I was asked to introduce myself.

Here’s what I said:

“My name is Jerry Fletcher, I’m a master of consultant marketing. You know how everybody tells you that you have to have to be memorable but nobody tells you how to do it? Well what I do is help consultants, coaches and entrepreneurs craft a unique trust-based marketing strategy to build a business, a brand and a life of joy.”

Memorable? She asked

“You have three seconds to use words face-to-face or on-line to get someone’s attention. Three seconds to say something or register or a strong headline to get through the armor we all have on our minds to open the way to further conversation. In the next ten seconds you must give them a reason to want to talk to you.

A commercial is not going to get it. People would rather have a conversation than listen to a commercial.”

Nobody is legendary right out of the box.

What you say in that first three seconds must give them a way to recall you. It should include your name and a memorable hook. That is the beginning of what I call 30-Second Marketing TM. Over time you will move through a series of steps that bring you closer and closer to that client/customer. Here’s the progression:

Memorable

            Trusted

                        Branded

                                    Employed

                                                Unforgettable

And for a few elites: Legendary

For her, it is the beginning.

Her questions revealed that she is moving from a full-time job in healthcare to coaching. She is fired up. She has taken the training and is now certified but like all indpendent professionals, consultants, coaches and solopreneurs she is having difficulties figuring out how to market her services.

I explained that the marketing that works in the beginning is not the same as she will use as her business grows and will change yet again when she is established. Of course, I have the benefit of the consultant marketing research studies I’ve done over the last 16 years.

Companies are built one contact at a time.

One gem of a contact plus another and yet another until you have a string of them like a lustrous string of pearls. In time, with trust some become clients, some become referral sources and some become both. Networking will always be a part of the successful firm’s marketing strategy. It will diminish in relative importance over time but will always be there. Along with direct sales activities, no matter what the business entails it is what the new entrepreneur must count on in order to pay the bills.

Speaking puts more targets in your sights.

I didn’t discover this fact of life. L learned about it by interviewing a consultant that had authored a book. Because of her I signed up for a newly formed group that I helped become the local chapter of the National Speakers Association. I’ve been a professional member of the National and the Local since 1993

If you have a process or viewpoint that can help solve a problem for individuals you can take that same information and build it into a speech crafted with signature stories and incidents along with content that will change the lives of  those in the audience. In doing so you will generate memorability, trust and brand. You will bring a part of that audience to the point that they want to work with you. You will be able to close the deal to work with them. And, assuming you deliver as promised, you will make yourself unforgettable.

Walk away from the podium.

Get your first appearances in places like your local Rotary. You won’t get paid by them or other small local groups that would like to hear your message. That is okay. You will need the practice and to learn what people really want to hear.

Slowly but surely you will develop the skill to speak without notes and to roam a stage finding positions that will help you make your point. Later when you are pursuing an appearance at a larger organization you will be asked, “What is your fee?” It will happen and from that day on you will be a professional speaker. Just remember, “It’s not about you. It’s about them.” Make sure your audiences always leave with information they can put to work immediately and that you have a way to continue the relationship.

Between those who come up to speak with you when you finish and those that provide you with their contact information your business and your referrals will continue to grow.

And so it goes.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing strategies that build businesses, brands and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

Consultant Marketing Getting Ready to Get Ready

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I offered a free 3-Day Challenge.

Two thirds of the room signed up.

I figured it was a good way to build trust while working out some of the kinks in the first of a series of new experiential products with a small group.

What I learned.

I knew that most informational products sold okay but the purchasers didn’t implement the actions recommended. The research shows that 80% don’t even open the item after they have paid for it and downloaded it! And of the 20% who do open it up only a handful (20 to 25%) ever finish and implement!

In other words gamification techniques must be applied in order to get the purchasers to put the training to work.

Expectations versus reality

I wanted to be sure that this proven process got implemented. I carefully set things up so the perceived value was greater than the stated price ($197) the product included:

  1. A bonus video demonstrating the 30-Second Marketing self intro technique
  2. Module 1:
  3. An overview video for the course.
  4. A graphic roadmap of the course
  5. Trial Hook worksheets in writeable PDF form
  6. A zoom coaching call with all participants to share their work (and build community)
  7. Module 2:
  8. Hook’em worksheet with tips on resources to help craft creative breakthroughs
  9. Directions on how to come up with more memorable hooks
  10. A Higher recall worksheet (writeable PDF)
  11. Challenge Winners worksheet (with segment for recording the groups suggestions)
  12. A 30-Second Marketing Briefing
  13. A zoom coaching call to share their progress and provide feedback

 It worked but not as well as I had hoped. I was targeting 80% of those who signed up completing the course. Shifting the goal to actual use of the material being developed makes a difference. No longer is the measure of success a simple sales metric. Now it is a true measure…whether or not the purchaser got their money’s worth.

The numbers

The entire pitch was 3 minutes out of a 2-hour presentation. It was a small group, just 12. Eight of them signed up. Three completed the first worksheets. The same 3 showed up for the Zoom coaching calls. None of them completed the Module 2 worksheets. (1 did a day later)

BUT, all of them felt the product was worthwhile and all said they had learned a great deal about how to present themselves and their offering in a new way that they believed would pay off.

Mission Accomplished.

Along the way we helped one participant figure out how to expand his potential market and how to change up another’s presentation to get her unique difference across more quickly.

Shifting these individuals from doing a commercial to having a conversation was what I had set out to do. That got done. Will they be more memorable in the future? Probably.

An epiphany

One of the participants, after hearing the group agree with her friend’s suggestion about how to identify herself said,

Hmmmm… interesting.  Seems that would let me tailor what I say next based on whether I’m talking with an executive, business owner, manager or staff person.

That made it all worth while

The lesson for us all

I’ve been doing one-on-one consulting with consultants long enough to know that getting ready to get ready is a common failing. We all do it. We bite off more than we can chew. We sign up for a course, then get busy and figure, “well I can always come back to it.” We procrastinate.

There is a solution. As one of my clients puts it:

“Define the three things you believe will change your business for the better.

Pick one.

Do it.

Rinse and repeat.”

Stay tuned. More to come on putting more positive experience into the products it takes to build a business, a brand and a life of joy.

And so it goes.


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing strategies that build businesses, brands and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

Consultant Marketing and a Life of Joy

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When people ask what I do I answer:

“I’m a master of consultant marketing.

You know how everybody tells you how you have to be memorable but nobody tells you how to do it?

What I do is guide independent professionals to a unique trust-based strategy to build their business, their brand and a life of joy”

What is a life of joy?

The entrepreneur, just starting out sees it one way, the guy or gal with some time in the trenches another. The elation with the job when you are new to the business will fade over time but if you are really cut out to be a sage advisor the delight of finding hidden profit and revealing ways to solve problems will stick with you.

One life is all you’ve got.

Joy comes not only in the work but also in the rest of your day, week, month or year. You have only one schedule. You need to look at building your days and your calendar so that there is time to smell the roses, play a round of golf, take a hike, coach some kids and give back to the community. There is more to life than work.

I was a workaholic when I was in the corporate world. I figured that if you run a company you damn well better set the standard. I was in before 8 and seldom left before 6 each day and then usually with a full briefcase. Saturday was the day for catch up. Sunday was for resting up for the coming week.

Revenue is not what it is all about.

As the CEO of a thriving ad agency billing over 50 Million I had a full complement of folks to do the work necessary to maintain a reputation that caused high tech start-ups to seek us out. There was always more work. But there never seemed to be time for my family and friends. I couldn’t pull back, fearing a loss in revenues for the business and in personal income.

An involuntary step off the treadmill

Then came the day my board and I agreed to disagree and they asked me to leave. I became a solopreneur. I found out what its like to have to do everything. I learned Word and Excel and Power Point to stay in business. I found a program called Quatro Pro that was the first to make it possible to link spread sheets. I wrote my own accounting system using it. And then a client needed a better way to assess potential sales given data available for every major city they served. No one had ever looked at it that way before.

Technology can set you free.

If you did annual projections manually, you could save days doing the same job and still more days when you had to revise the data. Those days saved became opportunities I’d never considered before.

For starters I got my Saturday’s back. I’d go play golf in the morning and spend the afternoons at my daughter’s soccer games. We’d go hiking on Sunday afternoons after attending services at the church we helped found. The time just naturally became available to volunteer at the metro chamber of commerce. Along with a handful of others we formed the local chapter of the National Speakers Association. I was asked and accepted the position of marketing chair for the local chapter of the Institute of Management Consultants. I began speaking and taught at two local universities.

None of that would have been possible if I had clung to a corporate ladder either here in Portland or in another city.

Technology gave me time. A mindset shift gave me joy.

These are the memories that stand out:

  • “Wow, Dad I didn’t know you could do that!” the first time my daughter saw me step up on the platform and deliver.
  • “I really appreciate you driving me up here to Seattle for this book fair and being there in the front row for my reading. Its so much better than when you were always working.” The Dragon Lady, my ex-wife who wrote books about dragons.
  • When my Mom said, “It’s so nice of you to fly all this way to have Thanksgiving with us.”
  • The comment that came from friend introducing me, “Jerry tells me that the reason he has products as a speaker is that folks just want to take piece of you home with them.”
  • Being stopped just five minutes into a get acquainted meeting with the Managing Director of a four continent event planning company so he could ask, “Would it be all right with you if we added you to our list of speakers we promote?”

A door made me a family man.

When you office in your home the tendency is to work at all hours. Going back to your desk for “just a few minutes” after dinner can become much too regular. So, I set hours like any business. I said I was going to be open for business from 9 AM to 5PM.

The trick was putting the computer to sleep at 5 PM getting up from the desk and closing the door of the office. That gave me some time n the kitchen to catch up on everyone’s day, get the schedule for the next day and get to know a wife and daughter better than before.

The choice is yours.

You can build a business, a brand and a life of joy.

They are not mutually exclusive.

Each has its own place.

Each contributes to the other.

The mix is up to you.

And so it goes.


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing and Brand development advice that builds businesses, brands and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

Brand is a Rainmaker

In times gone by, there were folks that hoped or believed they could get nature to relent and to turn cloudless skies into rain that would wash away a drought if only in one little part of the country.

Some seemed successful. Others, not so much.

Desire doesn’t change.

Each of us want there to be some sort of magic formula to bring new business to us without our having to work for it. We want the gods to smile on us. We’re willing to wear clothing we were wearing when we were successful before. That special tie comes out for the “big pitch.”  The unmatched socks get worn on purpose when we’re going for a new job interview. That railroad watch your Dad gave you gets wound up for the first time in years.  The rabbit’s foot key ring once again settles into your pocket.

The charm is your brand.

  • Sorcery doesn’t deliver potential clients. Staying true to your brand does.
  • Voodoo will not bring a customer to you. A brand that delivers will.
  • Alchemy doesn’t solve customer problems. You do and that is what your brand is based on.

You make the rain.

Although my blog appeared here each Saturday for the last month, I was half a world away from my office. I wrote those weekly comments on Brand before I left on a trans-Atlantic voyage followed by visits to Barcelona, Madrid and Washington, DC. I maintained my work with current clients (when I had internet connections). I wasn’t looking hard for new business. I was taking a vacation and meeting with some folks in person that I enjoyed from internet contacts. I thought I might be of assistance to some of them along the way. Turns out I will be.

Sometime when it rains, it pours.

As initially planned I was going to spend a few days sightseeing in Barcelona and return home. But then internet contacts in Madrid agreed to meet with me for lunch or coffee and so I extended my stay to take a high-speed train to Spain’s capital. Here’s what transpired:

  • I had coffee with the managing director of the largest speaker’s bureau serving Europe, Central and South America. He asked if he could add me to their database 10 minutes into our conversation.
  • I had lunch with the Spanish speaking former employee of a client based in Singapore. Later, because of her new coaching business I introduced her to the speaker’s bureau.
  • The founder of a social media service agreed to have coffee with me. I asked why things had “gone dark” after an initial burst of funding acquisition. He told me, in detail, and then proudly said that they had held the company together and it was now profitable. Then he asked for my consulting help in building the business in the USA.
  • I telephoned a client when I reached DC to find out how his knee surgery had gone. He asked me if I would take on an assignment for an association he is working with. I said, “Of course.”
  • A client “hip-dialed” me yesterday morning. We chatted briefly and then he asked me to meet with a consultant he knows. I agreed and the luncheon meeting is set.
  • This morning I got a message through the social media site that another member of group is as he put it “Looking for a professional speaker that may be interested in assisting to bring a virtual reality product to the market in North America.” We’ve agreed to talk about it.

You can’t control it, but you can influence it.

Just like you can’t control Brand, you can’t control the pace at which new business opportunities come to you. You can however, influence both.  You start by staying true to what you do. You stay honest and forthright. You decline when you have to but you always try to suggest someone else that might be able to help.

Most of all you build Trust. You do it in each conversation. You do it more in your actions.

I didn’t have to introduce Rosa to the speaker’s bureau, but I did.

I wasn’t calling a client about his knee surgery, I was calling a client that over the years has become a friend. Help him with the association? I’ll do that regardless of the fee.

Have lunch with a prospect when one of your best clients asks? Definitely. He knows the prospect will get honest answers and didn’t even think to ask.

Hear out a founder who has come through the valley and has emerged profitable? Accept an assignment? Done, in all humility.

Agree to talk to an engineer about becoming a “product ambassador?”  You bet, because I’m convinced that contact came about because of my conversation with the social media network founder in Madrid.

And, so it goes.


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Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

What Are the Key Words of Your Brand?

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That sounds simple enough but as my client Brent said over lunch, “Finding key words takes a lot of time and you’re still not certain they match up with your brand.

Search engines are dumb.

Type in a descriptor of what you are looking for.  For example, I’ll use “keynote.”

I mean a major presentation by a professional speaker at a meeting or conference. But that is not what Google served up. All I got initially was a lot of information about an Apple program. It took three pages before I found any item about a professional speaker!

Maybe not so dumb…

I changed the query to “Keynote speaker.” That yielded 62,800,000 possibilities and the first page was all about professional speakers and speakers bureaus.

I started looking at how to get really good key words because “keynote speaker” got a lot of possibilities. Way too many!

Key Words are competitive

As you minimize the competition for your key words you increase the possibility of your web page showing up on the first page of the search engine. That gets you up to 90% more views!

Popular search terms only make up a fraction of all searches performed on the web. In fact, keywords with very high search volumes could draw visitors to your site whose goals don’t match the content your page provides.

Long tail key words may be more valuable

This chart from MOZ shows how key words ranked outside the top ten provide over 80% of the searches.

Test and Reset.

Finding key words that match your brand is an iterative process. Trial and error can get you to a better place. I started with: “Keynote Speaker for Independent professionals”

That generated zero, zip, nada so I tried:

Keynote speaker for Consultants 77,100,000 results
Keynote speaker for Coaches       72,000,000 results
Keynote Speaker for entrepreneurs         20,100,000 results
Keynote speaker for solopreneurs           59,100 results

Get more specific.

Since I speak on multiple areas of business development essential to these kinds of businesses I next tried searching based on those possibilities. The results:

Brand Keynote speaker      30,300,000 results
Brand Keynote Speaker for entrepreneurs         9,550,000 results
Brand Keynote speaker for solopreneurs                        87,000 results Networking keynote speaker          11,700,000 results
Networking Keynote speaker for entrepreneurs 12,700,000 results Networking Keynote speaker for solopreneurs  97,500 results
CRM keynote speaker         801,000 results
CRM Keynote speaker for entrepreneurs           410,000 results
CRM Keynote speaker for solopreneurs            39,800 results
Brand keynote speaker for solopreneur consultants     204,000 results Networking Keynote speaker for solopreneur consultants 136,000 results CRM keynote speaker for solopreneur consultants       28,900 results

Focus

Deciding what to do is damned difficult. Trends say there is more interest in brand than networking and definitely more than in CRM. But, the smaller the niche you approach the easier it is to get high search rankings and hence bookings. It looks to me like I should put more emphasis on my speaking site on CRM or possibly crank up a new site.

What do you think?

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Brand Stagecraft

Think of your brand in a concert hall or conference room

Yesterday I reviewed the latest blog from Science of People. One of the items was about how to use the physical elements of the stage to enhance your ability to communicate when making a speech.

That got me thinking about how we present information about our brand on web sites.

Brand is the expression of Trust.

How you stage yourself, your product or service makes a difference. Your words can tell prospects they are seen, heard and understood. That creates a level of empathy. Your authority must sync with it to get to Trust. Stagecraft can make the difference. Let them see an expert guide.

The body has a language of its own

Some people craft what they say as if the world will hang on each word. It doesn’t. Your physical appearance in the space impacts it just as much. The elements of body language that can impact your meaning are:

  • Facial Expressions (including your eye movements)
  • Body posture
  • Gestures
  • Breathing
  • Touching to include handshakes

Brand is all about getting to trust. If your posture gives the lie to the empathy you are presenting in your words, you lose. A direct gaze in a Latino culture is a challenge or a romantic indicator. Want to come across as an expert? Relax your hands. That indicates confidence and self-assurance across most cultures. Breathe. Take full deep breaths. Shallow breathing means you are nervous.

All that applies whether you are in a one-on-one meeting, on stage or on video.

Blocking for intimacy

The stage has a front (closest to the audience), a middle and a back (upstage). Intimacy increases the closer you are to the front. It is the same with photos you use on your web site. It is the same in any video you do. Think about how in a movie there’s a shot of the city that cuts to a street with our hero and guide walking along that cuts to a close-up of them talking. That builds intimacy without saying a word. As the distance between the presenter or product is reduced the intimacy increases.

Importance is all about placement

Looking at a stage there is a left, a center and a right from the audience’s viewpoint. If you are presenting something that has a time line involved you may want to begin at the audiences left and work your way to the right to physically enforce the time frame. If you use flashbacks as part of your presentation, always move to the point in the linear narrative where the action occurred. Your audience will get it without a lot of explanation.

All of us have seen web sites with pricing and benefits arrayed from lowest price and inclusions on the left to most on the right. Sears Roebuck started this with their catalog offering of Good, Better and Best. Most commonly today these options are identified on web sites as Silver, Gold and Platinum.

Position can also indicate importance.

In cultures that read left to right/top to bottom, the tendency is to place the most important item on the left moving to lesser items to the right. Where should your most important service be positioned in the offering on the web site? The service panel templates usually have three options. I recommend putting your signature item on the left, the next best revenue producer in the middle and the lowest of the three on the right.

Position vs Intimacy

Combining position and intimacy of graphic can shift this reaction. Frequently there is emphasis put on the center item to supercede the positional importance.

For instance, place an intimate photo of the product/service in the center flanked by less intimate graphics of the other two services. Our tests show that the intimacy of the graphic tends to be the governing factor when there is a difference. If the graphics are similar, position wins.

Shakespeare said, “All the world is a stage…

Look at how you block your brand appearance to enhance your connection with your audience.
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Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Brand Anew

Woman developing marketing mindset

When is it time to rebrand?

  • If people can’t remember the name of your business it may be time to rebrand.
  • If people can’t spell the URL for your website, it may be time to rebrand.
  • If people recall your name and not the name of your business, it may be time to rebrand.
  • If people start to think of you in connection with one product more than the one you started with, then it may be time to rebrand.
  • If the market is disrupted and your business becomes passe, it may be time to rebrand.

There are other reasons.

Mergers. Acquisitions. Legal hassles. Reinvention of a product line. To apply new technology. To update the graphic representation of the company.

All those are valid. But the difference from that first list is in the viewer. Those first five reasons are all from the viewpoint of the client or customer. They might be asking you to change to build a better communications stream. It is all about them.

Your prospects, customers or clients are the heroes of the story.

Brand happens whether you like it or not. If you believe as I do that brand is the sum of all your interactions with a prospect, client or customer and an expression of their trust in you then you must pay attention to the signals they send.

I learned the hard way.

When I opened my consulting practice in 1990 I incorporated under the name Z-axis Marketing, Inc. like most entrepreneurs I didn’t research the company name. I just jumped in. Bad move.

The original logo

I was slow to learn that people just couldn’t remember the name. Then one day a client and friend told me he couldn’t remember the URL for my website when he was trying to do a referral. That got my attention. But I didn’t do anything about it immediately. I took the time to investigate what other independent professionals did.

A basic rule.

I found that independent professional brands are locked to personal names. Over time the name may be shortened to just the last name of the founder/owner. Or if it is a partnership or ensemble the shortening may be to the first two names on the masthead or the first letters of the names. Examples abound:

  • From the world of fashion: DKNY (which is Donna Karan New York)
  • From the world of consulting: Ernst & Young
  • From advertising: JWT (J Walter Thompson)

This is particularly true for small firms and start-ups. In initial phases of a business, the reputation of the founder(s) is what will lead the way to client acquisition.

Now you know who built this company

An introduction

These days when I’m asked to introduce myself at a networking gathering or even in response to the question, “What do you do?” Here’s how I respond:

“I’m Jerry Fletcher, the Brand Poobah.

You know how people are always telling you that you gotta have a brand to be successful?

What I do is work with independent professionals to craft a unique trust-based brand to build a business, a career and a life of joy.

I’ve found unforgettable brands for 127 independent professionals at last count.”

Multiple Brands

Now my name is a part of all my brands. All? Yes. I began speaking in 1993. The topic I selected was Networking. I became the Networking Ninja. By then, I was smart enough to know that my name had to be part of the brand.

Fast forward to this year and you can see how the logo has changed.

But another change is coming. Over the last two years I’ve been asked about Brand more than ever before. Google Trends shows me that interest in brand far outweighs interest in social networking and has done so over the last 4 years.

That is why you’ll begin seeing this logo. And why I’ve been blogging about Brand now for two years.

Are you ready to brand anew?

Jerry Fletcher Keynote in Colombia
On stage in Bogota, Colombia/

­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com