The More Clients Blog

Strength Through Collaboration

By Robert Middleton - Action Plan Marketing

Has 2009 been a great year for you or a tough year?

What happens in bad economic times is that the weaker businesses fade away. They just don't have the persistence and staying power to succeed.

On the other hand, the stronger businesses take a tough economy as a challenge and find ways to thrive.

These businesses take risks, they innovate, they work on their marketing and they focus on customer service to keep their existing clients delighted.

They also collaborate.

I've declared collaboration to be my marketing and business theme for the year 2010. But what exactly is collaboration and how can it help your business? And what things can you actually do to collaborate?

Collaboration is defined as: "the action of working jointly with others on an activity, esp. to produce or create something."

What you're doing is working with associates, partners and even clients to create something you wouldn't have created by yourself.

And collaboration creates synergy. That is, one plus one doesn't equal two but five or more. The power of collaboration adds energy to any undertaking and tends to propel things forward.

Here are some ways you can collaborate this year.

Co-Coaching

Two heads are better than one. Everybody knows this, but as an Independent Professional, it often feels easier to go it alone. But what if you could team up with an associate?

For the past two years, I've met with my friend and associate Patrick Summar once a quarter, and we help each other with our businesses. For a full day we mastermind, brainstorm and coach each other. It's resulted in great results for both of us.

Find someone whose talents can compliment yours. I help Patrick with marketing plans and Patrick helps me with systems and structure in my business.

Affiliation

Does one of your associates, or even one of your competitors have a service or program that you don't offer? Why not help them sell this service and get paid a commission? Every month I earn from $3K to $5K in affiliate commissions.

I simply mention my affiliate partners in my eZine every week. And once in awhile I send a special email to promote the services of one of my affiliate partners. If your partner offers quality services or programs that you don't, why not?

Partnering

Perhaps you offer a business service to a certain target market. Why not partner with other professionals who serve a similar market and do co-promotion?

One of the members of my Marketing Mastery Group is putting together a group of "trusted advisors" to serve his clients. He's a management consultant and the partners are an attorney, accountant, business broker and estate planner.

They'll be putting on seminars and inviting their current and potential clients to attend. The clients of each partner become the potential clients of the other partners.

Summit Meetings

Why not put on a "Summit Meeting" of your most creative business associates and clients? In an interactive, collaborative environment you'll get to know each other better and explore ways to work with together on projects.

This isn't something you can do by conference call. Getting together physically and letting the chemistry happen can lead to places you can't imagine.

I'm doing an InfoGuru Summit Meeting at the end of January with the professional experts I've interviewed for my Marketing Club. For a weekend we'll make new connections, brainstorm, and emerge with new business collaborations for the new year.

Mastermind Groups

These groups can be done by teleconference or in-person. The format is to meet regularly - weekly, bi-monthly or monthly and support each other through idea and resource sharing.

My experience with groups like this is that everyone starts to put out ideas of things they've wanted to do but didn't have the confidence to start. With the support and encouragement of the group, new projects get launched, many with great success.

Those are just a few of the ways you can collaborate.

I encourage you to make collaboration a centerpiece of your business in the coming year. You can only get so far by doing things all by yourself - especially in a tough economy. Who knows how far you can go if you creatively work together with others?

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The More Clients Bottom Line: Collaboration makes your business stronger. It helps you discover new ways of doing things and new avenues of expansion. When you lend support to others and receive support yourself, business also becomes a more enriching and fulfilling experience.

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How are you planning to collaborate in 2010? Please share ideas of successful collaborations. Please share on the More Clients Blog. Just click on the Comments link below.

Client Satisfaction or Delight?

By Robert Middleton - Action Plan Marketing

Here's what most business owners don't get:

It's not enough to satisfy clients, you need to delight them. The good news is that this really works. The bad news is that it takes more thought and effort than the average business owner is willing to give.

I recently went on a vacation to Sedona Arizona, as I mentioned last week. Well, Sedona itself certainly delights. It's a natural wonder and the spectacular red hills, desert pants and breathtaking hiking trails don't need any marketing help.

But it's a different case with the restaurants.

I'd like to compare two for you.

The first night we went to Hiro's Sushi. Like most Japanese restaurants, the food quality was excellent. Everything tasted great and the portions were generous. We enjoyed our meal. They were definitely giving us satisfaction for money spent.

But the place was the definition of boring. They had taken over from another restaurant six weeks ago. The previous restaurant had bad food, so at least they were an improvement. But other than putting in a sushi bar, not one thing had changed.

They were just marking time. Just getting the food out there. Nothing special. It could have been any other Japanese restaurant in the world. As they say, nothing to write home about.

Then a couple days later, on a recommendation, we were sent to a Mexican restaurant called Elote.

The location wasn't too exciting. We had to wait an hour to get in. But when we did - ay caramba! This wasn't an ordinary Mexican restaurant. In fact, it was better than any restaurant I'd been to in Mexico.

The dishes were indescribable, but I'll try. Their signature dish is called "Elote" which consists of roasted corn scraped off the cob and then mixed with mayonnaise and spices. Beyond belief.

We weren't that hungry, so we ordered appetizers. There was more food than in most main courses. I got chicken mole tacos and my wife got shrimp tacos. The sauces were unbelievable. I can still taste them.

The service was also spectacular. We felt we were the most important guests in the world with a waitress who appeared to be the most cheerful person on the planet.

Now that's what I mean by delighted.

When you go to Sedona some day (and you must!) what are you going to check out first, Hiro's or Elote?

Wish they delivered to Boulder Creek!

www.elotecafe.com/

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The More Clients Bottom Line: If you're only satisfying your clients, I promise you, it's not enough! These days people want even more value for their money. You have to delight them, go the extra mile and provide more than service, but an experience that is memorable.

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How do you delight your clients? Please share on the More Clients Blog. Just click on the Comments link below.

The Arrogance Trap

By Robert Middleton - Action Plan Marketing

I have to admit it. I'm arrogant.

I think I know everything, how to do anything and of course, what my clients and customers want.

I also have to admit I've been kind of lucky.

I've developed a lot of services, programs and products that have been very well received. Because I fit my "ideal client profile," I just think about what I would personally like and I create that.

But even that has its limits.

After all, there are infinite possibilities. When I was creating my Client Survey this weekend, I was amazed to see that I came up with a list of 28 different areas of marketing Independent Professionals could use.

In addition, I came up with 17 different kinds of programs, services and products. Right now I'm only offering three.

Last I checked I wasn't psychic, and although I think I know my subscribers, customers and clients pretty well, the truth is that I have no real idea what people are most interested in.

So I'm asking you to take a minute and fill out this survey and let me know. APM Survey

Ever overhear a conversation that went something like this:

"I can't believe they (added/removed) those features of that (service/product). Why didn't they just ask me? I've been using that (service/product) for years and I really know exactly what would make it better! Don't they care??!!"

But in our businesses, do we ask? Do we care? Or are you arrogant like me, putting together your service packages and programs, just trusting your "gut instincts" that they'll be right?

I actually did a survey last month for my Marketing Club.

I asked what people were using in the Club and what they'd like to see more of. I had no idea. People wanted more step-by-step how-tos. People wanted more support. A blinding flash of the obvious.

So I created detailed step-by-step checklists and added mastermind groups. We now have over 100 people in the Club who've joined a mastermind group. And it took very little effort on my part to set them up.

I still have a long list to work on...

It's funny how we know about something, have heard about it for years, and yet for some reason (must be that arrogance again), we don't check it out and give it a try.

The great little tool I knew about but never used was Survey Monkey. It's easy to use, free or very cheap, works flawlessly and makes it effortless to set up a survey. I did it from bed on my laptop on Saturday morning!

The theme of my eZines for awhile is "Marketing Strategies" and getting feedback is most definitely a marketing strategy. It's one I've personally avoided for years, but now I'm a convert.

And like all true believers, I want to convert you as well!

Ask yourself what useful data you could get from your subscribers, customers and clients if you did a survey. After all, if you can provide more of what they're looking for, isn't your business going to be better off?

Of course!

What could be more important in a down economy? Find out what people want and turn yourself inside out to provide it as quickly as possible. Developing most services takes some time but not a lot of money, so it's a low risk project.

Next year I think my main programs are still going to be the Marketing Club and the Marketing Mastery Program but when I get the results of the survey, I know I'll be creating a few more things to help you attract more clients.

Don't forget that survey: APM Survey

I'll share the results with you next week.

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The More Clients Bottom Line: Find out what your subscribers, customers, and clients want by doing a survey. With a handy tool like SurveyMonkey.com you can develop a survey in a very short time and get some brilliant ideas that will help take your business to the next level. Do it!

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What kind of changes have you made in your business as a result of doing a survey? Please share on the More Clients Blog. Just click on the Comments link below.

The Best Marketing Strategy?

By Robert Middleton - Action Plan Marketing

What is the most powerful and effective marketing strategy?

It's one you probably know about but seldom use. However, this is something you should pay close attention to and work on implementing as soon as you can.

This marketing strategy is so powerful because you use it to borrow the credibility and trust of another to promote yourself.

People call it different things: endorsement marketing, fusion marketing, affiliate marketing or joint venture marketing. Let me explain in the simplest terms how it works and how you can apply it in your business.

1. You first need to have a solid, proven service that produces consistent results for your clients. And you have to have this service well packaged (outcomes, benefits, structure, price, etc), ideally on your web site.

So, for instance, "coaching services" or "consulting services" usually won't cut it. Instead, you need a "One-Year Marketing Mastery Program" or a "Six-Month Management Intensive." You've taken the intangible and made it tangible.

2. Next you need to find others who have a client base who could benefit from this service. You might be in the same industry, however your service can't be competitive, but complimentary.

Start networking, search online, subscribe to eZines, and keep asking the question, "Who do you know that I could partner with in my business who could promote me or visa versa?"

3. You work together to create a marketing campaign with the endorsement of your partner to his or her list (which could include your email list, your customer or client list, etc.)

Targeted emails, online sales letters, introductory events, teleclasses and complimentary sessions are all tactics that work for joint venture promotions.

4. Finally you develop and implement a conversion process whereby those who respond to the promotion are converted from prospects into paying clients.

Ultimately, you'll turn joint venture marketing into a system that can be repeated over and over to consistently win more clients.

And of course, you can do this process in reverse. If you have a good list, you look for those who have a complimentary program or service that you can offer to those on your list.

You should be doing both. And if you're not, you are missing out on a lot of business. Every single month I earn from $2K to $5K on various joint ventures and affiliate programs and I don't even put much time and effort into it.

A joint venture needs to be a triple win.

You win because you get more business. Your partner wins because they share in your profits as they offer additional value to their clients and associates and of course, the clients win because they get the benefits of the service you offer.

This past weekend I attended an "Internet Networking Summit" with Christian Mickelsen and about fifteen other online information marketers. We got to know each other, discussed our offerings and brainstormed ways we could help each other.

It was great to meet others who had complimentary services I could offer to my More Clients subscribers as well as those who could promote my programs.

The first one I want to make you aware of is a virtual conference called "Bridging Heart and Marketing." It's billed as the "First-Ever Soft Sell Internet Marketing Conference."

Jim and Judith, the couple putting this together, are therapists who are now involved in the world of online marketing for Independent Professionals. We have almost identical philosophies about marketing and I endorse them and this virtual conference without reservation.

You can find out more about it at this link:

tinyurl.com/heart-marketing

You'll be hearing more about Joint Venture marketing in the More Clients eZine, and I'm excited to introduce you to some great people and services that can help you attract more clients.

The question you should keep asking yourself this year is: "Who could I Joint Venture with?" If you put some serious focus on this, I predict it could be your most powerful overall marketing strategy.

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The More Clients Bottom Line: Joint Ventures offer a triple win that can benefit everyone involved. But the key is to develop real relationships with those you work with, people with high integrity and excellent business skills. This isn't about pitching dubious fly-by-night money-making schemes. That will only hurt you.

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What joint ventures are you thinking of doing this year? Please share on the More Clients Blog. Just click on the Comments link below.

Building Trust with Marketing Strategies

By Robert Middleton - Action Plan Marketing

Last week I outlined the three main marketing activities to attract new clients:

1. Marketing Message
2. Marketing Strategies
3. Selling Process

As I think I may have done marketing messages to death in this eZine, I'll be focusing on Marketing Strategies in several upcoming More Clients.

A Marketing Strategy is an activity that gets the favorable attention of an ideal client for your service and builds enough trust that they will want to explore doing business with you.

Remember, a Marketing Strategy doesn't sell. Only the Sales Process can do that, but it can prepare the ground by building that trust.

One of the biggest areas of confusion in marketing is which marketing strategy to use and in what order. This is solved by this chart on Building Trust Through Marketing Strategies:

There are four primary ways to build trust that are represented in the first column: Visibility, Credibility, Intimacy and Reliability.

And then for each of these categories, certain marketing strategies are employed. You want to implement one or more marketing strategies for each of these categories. This is not what is usually called the "marketing mix," which is only a random implementation of various strategies.

It's really a system designed to build trust step-by-step. Let's look at these categories one at a time.

Visibility - The primary marketing vehicle here is written (and graphic) materials. This forms the foundation of your marketing as it simply gets your name and message in front of your ideal clients on a consistent basis.

This includes your web site, blog, ezine, articles, and social media such as Twitter. It also includes things written about you (P.R) and even advertising.

Most professional services businesses should do a little of all of these. The hub is your web site which is connected to your blog. More active outreach is your eZine, Twitter and articles posted online.

Often this is as far as Independent Professionals go. Visibility starts to build trust, but not completely. Just think, do you buy a product or service after seeing an advertisement or someone's Twitter tweets only a few times? Of course not.

And the solution isn't to do more and more of this. The solution is to move to the next stage of building trust, by increasing Credibility and that's through presentations.

Crediblity - A presentation is any opportunity you have to communicate your ideas or the value of your service to a group, in an audio and/or visual format. Talks, intro workshops, keynotes, teleclasses, webinars, podcasts, CDs and video all build your credibility.

But it's also hard to do this if you don't have the feeder mechanism of an eZine, blog or social media.

The combination of Visibility through written materials and Credibility through presentations is often enough to get an ideal client into a selling conversation. But it often takes an additional step that is more personal.

Intimacy - This is the big "X Factor" in building trust. When you meet and connect with someone in person, you convey things that can't be communicated through the written word or through presentations.

You've seen this happen hundreds of times. You meet someone and they tell you about their services. Their enthusiasm, knowledge and commitment build almost immediate trust.

This is why all Independent Professionals should also take advantage of opportunities to network, meet with prospects face-to-face, follow-up with teleclass participants by phone, attend conferences, brainstorm and mastermind, etc.

When you implement all three marketing strategies you create Marketing Synergy. The result of marketing synergy is Knowing/Liking/Trusting. When you are at that point, it is relatively easy to set up selling conversations with ideal clients.

There is one last step that may be the most important of all. It's actually the one that the majority of Independent Professionals rely on more than any other. This is Reliability, which is conveyed only by working directly with a client.

Your efforts to provide quality, consistent work, to keep your word, to follow up as promised and to communicate clearly and confidently can also be seen as marketing strategies.

After all, it's Reliability more than anything else that is responsible for clients referring new business to you. No matter how well you do with the first three, you can undermine all of those efforts if your degree of performance falls short.

In the next few weeks, I'll discuss specific marketing strategies in all four of these categories.

Thanks to Mark Slatin of www.truecolorsconsulting.com for his trust model and for being the inspiration for today's eZine.

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The More Clients Bottom Line: When you think of marketing strategies, you need to remember that their ultimate purpose is to build trust. These marketing strategies can be broken down into four distinct categories that build this trust step-by-step.

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Which category of marketing strategies do you need to work at implementing next? Please share on the More Clients Blog. Just click on the Comments link below.

The Perfect Marketing Strategy

By Robert Middleton - Action Plan Marketing

If someone was to ask me what the most important thing to do in marketing a professional service these days, I might suggest a number of marketing strategies.

But what I'd emphasize, above all else, would be taking action on something, anything and not worrying if it was perfect enough.

Last last year I had an imperfect idea to launch some kind of membership service to provide marketing information and support to my More Clients subscribers.

Then I designed an imperfect Club and launched it.

I sent imperfect emails to announce it. I put on imperfect teleclasses to promote it. I did imperfect interviews with marketing experts. I led imperfect coaching calls with members. I tried several imperfect introductory pricing strategies. And the Club members are getting imperfect results.

I now have about 650 members, and that's perfect!

I will continue in my imperfect ways.

I just designed imperfect Mastermind Groups for the Club. And no doubt I will manage those imperfectly as well. (Club members, take a look and let me know.)

If you are waiting to do things perfectly before you get started, you may just be a perfect idiot! Perfection is something you strive for, realizing it is never reached.

And since this is Labor Day and I want to take off a little early today, I'm making today's eZine imperfectly short.

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The More Clients Bottom Line: Got a marketing idea? Jump in and do it imperfectly. Your imperfect idea with the imperfect plan and the imperfect implementation may just attract all the clients you need.

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What do you do imperfectly and get great results anyway? Please share on the More Clients Blog. Just click on the Comments link below.

Big Mind Marketing

By Robert Middleton - Action Plan Marketing

I've been reading some great books lately, and the most recent one by Genpo Roshi, "Big Mind, Big Heart" is groundbreaking.

I'd like to share the essence of this book in today's 25th anniversary eZine and demonstrate how you can use the Big Mind process to take your business and marketing to the next level of success and fulfillment.

Yes, marketing and enlightenment. You knew I'd get to this sooner or later!

First of all, Genpo Roshi is a real live American born Zen Master and had been for many years before he discovered this process. He says that it's the biggest breakthrough in Zen thinking in 2,500 years. Quite a claim.

But like all brilliant things, it's stunningly simple.

Roshi asserts that we all are essentially a collection of personalities or voices, if you will. We tend to become identified or attached to many of these voices without really being aware of them. They speak us more than we speak them.

For instance, some marketing voices you may be familiar with: Controlling, Procrastinating, Fearful, Confused, Struggling, Don’t Know How, Don’t Have Time, Must Do it Right, I’m Not Worthy, I Can’t be Rich, I’m Not Marketing Type, This Won’t Work, I Can’t Succeed.

Roshi doesn't recommend you try to get rid of these voices, but to accept them and get to know them by dialoging with them.

But perhaps more importantly, you can get to know and dialogue with your more expansive voices as well: Allowing, Proactive, Fearless, Clear, Ease, Know How, Have Time, OK to Do it Wrong, I Am Worthy, I Can be Rich, I Am the Marketing Type, This Will Work, I Can Succeed.

This is not about affirmations. Far from it.

It's an exploration where you discover new worlds that were already there but inaccessible to you. The key is for a facilitator to simply ask to speak to that voice and for the voice to answer. >

Let me give you an example. Let us take a voice that may not be in your everyday experience, but that is right there for everyone, ready to express its truth. We'll call it Big Mind Marketing.

Facilitator: May I please speak to Big Mind Marketing?

Big Mind Marketing. Speaking, I'm here. How can I help you?

Facilitator: What is your purpose, your job as Big Mind Marketing?

Big Mind Marketing: My job is to communicate true value to the world in a clear and authentic voice. My job is to get the attention of those who could benefit from my services and demonstrate the difference my service will make to them.

Facilitator: Aren't you concerned that most marketing is seen as hype, as dishonest, or at least as stretching the truth?

Big Mind Marketing: Some people see marketing that way. But that's not the way I see it. And if I worry about that I'll just get distracted from my true purpose. And that's to make a lasting contribution.

Facilitator: Isn't marketing self-serving, though? Isn't it to enrich yourself, more that others?

Big Mind Marketing: It's an honest exchange. Yes, you trade your expertise and time for money but ultimately it's about forming mutually rewarding relationships. A service that is high quality and provides something that is needed by people is worthy of communicating about. Hype isn't needed, but clear and honest communication about the value is.

Facilitator: What about word-of-mouth marketing? Isn't that the best? 

Big Mind Marketing: It's very important. But to get word-of- mouth business you also need to communicate about your services with clarity, and demonstrate to your clients why it's a benefit if they direct their friends and associates your way.

It becomes what someone dubbed a "virtuous circle" where value is given and received and those who receive naturally share. Then you facilitate the sharing to make it easy for your clients. 

Facilitator: Doesn't marketing one's professional services take a lot of time, effort and money? How can someone really make it work for them?

Big Mind Marketing: If you're committed to the value of your service, you'll find the time to communicate about it. Ever notice how someone who is authentically excited about what they are doing is naturally magnetic? Marketing isn't about pushing something down someone's throat. When you are speaking from Big Mind Marketing, it's less effort and takes less time.

Facilitator: How can your subscribers use the Big Mind Process to help them with their marketing?

Big Mind Marketing: Just like I've done here. Interview Big Mind Marketing. Ask him/her how to make it work. Don't think it out, just answer naturally. This interview only took a few minutes. It didn't come from the small manipulative mind or the scare mind or the fearful mind.

Facilitator: And everyone has access to Big Mind Marketing?

Big Mind Marketing: Absolutely everyone. It's natural. It's an internal knowingness that everyone has.

Facilitator: And how will this really help one's marketing? 

Big Mind Marketing: When you are in touch with your more authentic voice, your attitude shifts, your tone shifts. You see possibilities. You see opportunities where there once were obstacles. You are open to learning and risking. You step out of fear and into fearlessness.

You will actually experience marketing yourself differently. Your marketing will be transformed.

Facilitator: Thank you Big Mind Marketing.

Big Mind Marketing: You're most welcome!

P.S. "Big Mind, Big Heart" is available at Amazon. Highly recommended if you really want to understand and use this powerful process to expand your life and business.

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The More Clients Bottom Line: Big Mind Marketing is a place you can come from about your marketing. It's your choice. All you need to do is give it voice. From a big, expansive place, tell the truth about marketing and it will become real for you. Your fears, hesitation and doubts will tend to dissolve.

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Tell us about your Big Mind Marketing. Please share on the More Clients Blog. Just click on the Comments like below.

Intangible Services or Tangible Programs?

By Robert Middleton - Action Plan Marketing

Imagine walking into a car dealership looking for a new car. As usual, a bunch of salespeople are standing around and one of them comes up to you and asks if they can help you.

You say you're looking for a new car.

And they respond as follows: "What we sell here is transportation. We provide an enclosed metal vehicle which is powered by an internal combustion engine. This technology was developed in the early 1900's and now has advanced considerably. How much transportation are you looking at getting today?

You: Well, I'm just looking for a car. Can I take a look at some?

Salesperson: First we'll need to talk to you about all your needs, the specifications for ideal transportation and then put together a proposal that would meet your needs. We'll have that within a week and then help you choose the best transportation options.

You: Er... let me think about it. (to self: get me outta here!)

I know this is ridiculous. You'd never sell cars like that. But if you really think about it, this is very much how professional services are are marketed and sold.

What was missing in our example was an actual, tangible car that you could see and touch and test drive.

And what's missing in marketing and selling services is something tangible, measurable, and even test drive-able.

One of the things you should strive to do in marketing and selling your services is to make your services more tangible. When they are tangible you'll tend to see the following results:

1. Clients and customers will make decisions more quickly. They will know what they are getting, and it will be less confusing to them. You can more easily demonstrate what they'll get.

2. You will sell more of whatever service you are offering. A tangible service usually sells faster because it feels simpler. You'll also increase your word-of-mouth.

3. You will save a lot of time because you don't have to keep re-inventing the wheel. Sure, you can still customize services (as you can a car) but there is always a base package.

4. You can sell at higher prices in many cases. A tangible services is seen as a more valuable service. In addition, you can get longer commitments from clients to work with you.

5. Your overall cash flow and success will increase. Because you are packaging and offering high-end services, your business will become more stable and predictable.

I'm sure that this is exactly what you want in your business. But how do you go about making it happen? Here are the basic steps:

1. Commit to packaging at least one of your services. Work at developing that package or program. Who are the ideal clients, what are the main outcomes, what is the structure and process and price? This could be anything from a 2-day workshop to a one-year program, or anything in-between. What will give your clients the results they are looking for?

2. Write a detailed description or sales letter for that program. Tell your prospects exactly what this program is, why they need it, what they get, and how it works. When you go through the process of writing about your program, your focus, clarity and excitement about the program will increase.

3. Develop a step-by-step marketing plan to get the word out about this program. This can include everything from networking and speaking, to PR and publishing. But remember, when you have a specific program to promote, your marketing is both easier and more effective. You can launch focused marketing campaigns to sell that particular program.

Yes, all of this takes some time and serious effort.

What follows next is implementing some of the zillion marketing ideas I've presented in this eZine for years. But those ideas are useless if you don't have something valuable and tangible to sell.

What program or package of services will you design, develop and market? When will you start? How about NOW!

Please Note: I am doing a TeleClass on this topic on Thursday, July 9. The title is "Three Keys to Increasing Your Income in a Down Economy." You can make a reservation at this link:

http://www.actionplan.com/tc_increase.html

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The More Clients Bottom Line: If you think you're in the business of selling coaching or consulting or financial planning etc., it's like being in the transportation business. That's not a business. It's not real or tangible to your clients. Be in the business of offering a particular package of services or a program that is designed to produced a measurable outcome.

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What intangible service will you package into a tangible program? Please share on the More Clients Blog. Just click on the comments link below.

Who Are Your True Heroes?

By Robert Middleton, Action Plan Marketing

With the recent passing of Michael Jackson, all the media hysteria and hype, it kind of makes you wonder who our heroes are.

Jackson was certainly a talented and creative performer. Apparently he was a very kind and giving person as well. And yet we've all been witness to his self-destructive tendencies and over-the-top behavior over the past few years.

But a hero? Well, not to me.

Yesterday, I went to a memorial service, a celebration of life, for someone I didn't know very well. My wife and I had spent some time with him and his wife socially over the past year. He passed away after battling cancer for seven years.

His name was Larry Dandridge. As his family, co-workers and neighbors shared about Larry's life, I realized that it's ordinary (but extraordinary) people like him who are the true heros.

Born in South Africa, raised in Rhodesia (now Zimbabwe), he moved to the U.S. about 30 years ago. He got a degree in electrical engineering and moved to the Bay Area.

His first boss liked him so much that he invited Larry to become his roommate. Then he introduced Larry to his sister, Mary, whom he eventually married. He spoke of a long and warm relationship with Larry and how much he appreciated his kindness.

Larry's brother and sister also spoke. They related stories of a man who was full of life fun, and intelligence. The stories brought both laugher and tears (such as when he brewed cherry wine as a young teenager that was as thick as syrup).

Here was a man, only 59, who had lived a very full and complete life. His family and friends were were the recipients of much joy and kindness. His neighbors in Boulder Creek loved him for his community spirit and his yearly "End of Summer" parties.

In the time I knew Larry he was in the final year of terminal cancer yet he didn't complain once. He always had a warm smile and sly sense of humor.

One of his co-workers, emphasized that Larry was, above all, a "class act." It seems everyone he had touched in his life was a better person because of it. I only wish I had known him better.

This celebration of Larry's life was a reminder that true heros are ordinary people who make the very best of life and do their best to make life better for others.

Larry will remain an inspiration to me. He will remind me to be kinder and more patient, to be more creative and involved with my family. Larry's example will even impact my business.

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The More Clients Bottom Line: Do you have a hero, a Larry, in your life? What have you learned from him or her? What can they teach you? How can their contribution impact the contribution you make?

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Who are your heroes and how have they impacted your life? Please share on the More Clients Blog. Just click on the comments link.

Are You Swamped?

By Robert Middleton - Action Plan Marketing

In a conversation today with one of my Marketing Mastery participants, she noted that the predominant experience of a majority of her clients was "being swamped."

What we are swamped or overwhelmed with is information and choices.

For instance, like me, you probably get dozens, if not hundreds of emails a day. Just looking at them in your email box makes you feel swamped. And then you are swamped by choices: "Which ones should I read and respond to?" and "Where do I file this so I don't lose it?"

I just returned from a one week vacation and to an email box with over 1700 messages! But I wasn't swamped. Not because I've learned a secret mental technique that allows me to be calm in overwhelming situations!

It's because I have a system.

In my email program, I have created a series of mailboxes or folders that filter all the email that comes in. All my eZines go into separate folders; all the email from my virtual assistant goes into another; all my online sales notices into another, etc.

This way, I can just glance at the folder, decide if I need to take action or not and then close the folder. Nothing gets lost. It's the ultimate filing system. No more swamped.

I have systems for all my technical stuff as well, because I'm not a technical person. When I have a system, I don't have to think about it anymore; it just gets done.

I have systems for the following:

• Email management (as mentioned above)

• Elist management (how I send this email out weekly)

• Updating my web site

• Uploading files to my web server, like mp3s and pdfs

• Setting Up TeleConfernce services

• Recording calls and teleconferences

• Choosing the best Payment Programs

It would take 8 separate eZines to give you all this detailed information, so instead, I've put this together into my "Action Plan Technology Guide."

It's only 13 pages long but it will save you dozens of hours you'd spend on learning all of this on your own, and hundreds of hours you're now wasting on being swamped.

You can get this Technology Guide for FREE when you join the Action Plan Marketing Club. You can join at this link.

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The More Clients Bottom Line: Don't be swamped, use systems. Just the time and hassle you'll save from organizing your email system can change your whole business. Learn and put other simple systems in place and you'll have the leverage to get a lot more done in the limited time you have.

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What systems do you use to save time in your business? Please share on the More Clients Blog. Just click on the comments link below.