Posts Tagged ‘promotion’
Thursday, June 17th, 2010
The most frequently asked question I get from authors: now that my book is out, how do I get more revenue? Everyone knows that books don’t pay — the money comes from the better opportunities, the cooler clients that call, the invitations to speak.
My answer: it’s all about strategy. Yes, publicity from books creates prominence. But not all prominence is created equal. The dirty little secret we don’t talk about is that there are two kinds of prominence: 1) the kind that creates mostly promotional opportunities — such as those dreaded free speeches — but not revenue. That gets old really fast. And, 2) prominence that generates revenue — as in paid speeches and paying clients. Usually the reason why folks write books in the first place.
There are three ways to position your book to create the revenue authors look for. I’m drilling down on each one on Tuesday’s Extreme Mini Makeover call on positioning your book. This call alone will be worth the price of the entire series. Click here to register.
Tags: authors, books, Extreme Mini Makeovers, promotion, speakers, Speaking, strategy, Vickie Sullivan
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Thursday, January 14th, 2010
Want to give web-based classes and let someone else promote them? Check out edufire, who is giving standard education a run for its money. They do the promoting and the registering (and have signed up 50,000 users according to Fortune Small Business) and give their instructors a decent commission. They offer a wide variety of business classes and frankly, the experts look pretty standard. Definitely worth a try.
Tags: education, Marketing, promotion, strategy, Vickie Sullivan
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Thursday, December 17th, 2009
I love this time of year — one of the few periods that I come up for air and can look around. The agenda: family, friends and fun…and getting ready for next year. If you’re gearing up to hit the ground running, here’s my suggested to-do list:
- Check out your sales results: How many conversations did you have this year? How many of those were with qualified buyers? What percentage of those did you close? And most importantly, what were the top three reasons for not working with you? These answers are a great barometer. Change your prospecting, your process and your pitch accordingly.
- Assess your infrastructure: How’s your website? Is it still accurate? Does it position you well for picky buyers? If not, list your needed changes. Checklists get done faster than the mental list of to-do’s. If your websiite is fine, then great. Repeat this process for your media and other marketing tools.
- Plan out your promotion: What are you promoting when and to whom? Make a list then step back and ask yourself: Is this enough? Too much? Will my community support this effort? Do I have options for all my target markets? This is a great time for tweaking copy and timelines.
This is a great time to “sharpen the saw.” Next year is going to be a zoo…
Tags: 2010, assess, Marketing, process, promotion, prospects, sales, strategy, Vickie Sullivan
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Thursday, November 5th, 2009
My heart cracks a little every time I get one of these calls. Some well-known expert laments, “But I was on (insert prominent media show here). But the leads just didn’t come in!” And I have to break the bad news: it’s the publicist’s job to generate the media mentions. It’s your job to get leads from all the attention. I can just see all the money they paid for “getting out there” just go up in smoke.
The truth: fame doesn’t always translate into fortune. The key: you have to know how to make your media create leads. The secret: it’s the little things that matter most. Get ready for some “you can do this tomorrow” tactics on Tuesday’s Here’s the Deal call on lead generation. Click here to join the fun (and profit)!
Tags: Here's the Deal, Marketing, promotion, strategy, Vickie Sullivan
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Thursday, October 15th, 2009
My favorite part about the Here’s the Deal call this last Tuesday: how community is driving the new definition of “cool speaker.” Yes, association buyers still want our community to promote attendance. What’s happening now: speakers are being judged by how fast they light up the Tweet Deck. Example: one of the Video Marketing Expo’s speakers got so much buzz via Twitter that they immediately rehired the guru for a second session — for the same meeting. Now that’s spin-off business.
I reverse engineered this dynamic on the call — one of my favorite things to do. Also dissected another way to use community in real time during the event. Here’s the link to get the MP3 file: http://www.sullivanspeaker.com/HTDcommunity.htm
Tags: branding, community, Here's the Deal, Marketing, promotion, Speaking, Vickie Sullivan
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