The best articles published on the Business Coaching Blog in July 2008 are shown below.
An elevator pitch or elevator speech is a short 10 to 30 second explanation of what you and your business does.
It is mainly used in networking where you meet people, talk to them for a short while and then move on to meet other people.
I encourage you to think of it as much more than that.
This short summary of your business is a strategic marketing positioning tool that will help you to really focus what your business is offering to which group of customers.
If you get it right, rather than having a cheesy introduction, you have teh big idea that is consistent through out all of your marketing.
Yesterday I told you about the new book from top marketing author and Internet marketing legend Mark Joyner called Integration Marketing (see Integration Marketing website - affiliate link).
Integration Marketing is a series of specific techniques involved with inserting a marketing message in a place that will attract attention from your target market for your own products and for joint venture partners. (I hope Mark is happier with that definition, he "corrected me" in a comment on yesterdays blog posting).
I want to introduce you to the concept of Part Time Finance Directors for small and medium sized businesses as a great way to bring top class financial control and management to an ambitious, growing company.
Before I go into the benefits of working with a part time finance director (FD), I need to explain the common problems which could well include many things that you have never considered before.
Rich Schefren has launched his Cash Map monthly newsletter (note see bottom for latest information on Cashmaps following the Simpleology acquisition).
What is a Cash map?
I thought Rich could explain it better than me so this is a brief extract from the sales letter:
A cashmap is "a well-planned and systematic approach to building your online business from the ground up... or from whatever stage you're at right now.
Mark Joyner has a new book out - Integration Marketing and you can get the ebook version for free.
Jay Conrad Levinson and the Guerrilla Marketers call it Fusion Marketing, Jay Abraham calls them host beneficiary relationships, others talk about joint ventures and alliances but Mark Joyner uses the term Integration Marketing.
Whatever name you use, but for the rest of this posting I will refer to Integration Marketing, you can give your business a major boost by working with partners and integrating your products into their business and vice-versa.
Mark Joyner's Next Book Integration Marketing
Into my email Inbox today popped an offer to download the audio version of "Millionaire Upgrade: Lessons in Success From Those Who Travel at the Sharp End of the Plane" by Richard Parkes Cordock.
Richard Parkes Cordock became famous for developing the Millionaire MBA Business Mentoring Programme based on developing the right millionaire-making mindset by listening to the views of twenty nine of the most successful UK entrepreneurs including Dragons' Den dragons Duncan Bannatyne and Simon Woodroffe.
Mitch Axelrod has provided a great summary of the contents of Jay Abraham's Reunion conference which is very thorough.
I am a Jay Abraham nut, junkie or addict. I have spent a lot of money buying Jay's resources packed with his marketing ideas and I find every new offer difficult to resist.
But this addiction attracts other Jay Abraham addicts and it's thanks to one that I spent two hours earlier this week listening to Mitch Axelrod.
I am looking forward to the release of "Guerrilla Marketing On The Front Lines" by Jay Conrad Levinson, Mitch Meyerson and 35 Guerrilla Marketing Coaches which is scheduled for release on 1 August 2008.
I haven't contributed (the book was put together before I became a Certified Guerrilla Marketing Coach) but because I have access to the exclusive Guerrilla Marketing Coach forum, it has been fascinating seeing the inside track on the book launch.
If you do any kind of networking, you need a quick and easy way to explain your business which creates interest and that means you need some kind of elevator speech.
You want to hear "Wow that sounds interesting. Tell me more." rather than "Aagh you are another accountant."
I would like to introduce you to a new guest blogger, copywriter Sally Ormond of Briar Copywriting who is going to explain how you can use the lure and fatal attraction of the seven deadly sins to create compelling copy.
You have decided to launch your new marketing campaign. You have identified your target market and decided which product you want to promote. You are sat down in front of your PC with a blank screen in front of you. So where do you start?
Let me introduce you to a great time management resource which will help you to improve your personality product - Simpleology 101 (affiliate link).
I have reviewed Mark Joyner's book "Simpleology: The Simple Science of Getting What You Want" on my Business Books Review Blog and while I am a fan of Mark Joyner, the book was a bit of a struggle.
The course is much better.
Sorry about the absence of book reviews recently. I have slipped into the irritating habit of starting but not finishing books. This is unlike me because I hate wasted effort. I'll normally either decide that a book is a complete waste of space and I'm not going to struggle on with it or that the book is well worth reading.
If you remember I set up the separate Business Book Review Blog because I felt that the book reviews were crowding out the tips and advice articles so how wrong was I?
The last book review compendium was published on 16th April so here are the book reviews since then.
Story telling is a very effective way to market as the human brain is conditioned to stop and listen when someone starts to tell a story. It starts as a small child and continues into adulthood.
Story marketing is powerful, compelling and emotionally involving and cuts through much of the mental resistance to a sales pitch.
Stories Are Very Effectively Used In The Chic Entrepreneur
One of the most successful bloggers and the leading teacher/trainer/coach of the skills of business blogging for profit is Yaro Starak and I am pleased to say that he is re-opening his Blog Mastermind program.
I signed up for the last program which started in December 2007 and while Yaro upset me with his blunt message that effectively said "forget Typepad, you must have a Wordpress blog" he has given me lots of tips that have helped push my Business Coaching blog forward.
I am reading Elizabeth Gordon's book "The Chic Entrepreneur" after a reminder comment and email from Elizabeth yesterday and I've just been jolted.
On page 90 Elizabeth writes "women-only businesses yield much lower profits than those owned by men."
Now I know that men are better drivers than women and better chefs than women but it had never occurred to me that men were better at business. (Just joking ladies, what good is a car driver who is incapable of stopping and asking for directions.)
The secret is out and we now know what Rich Schefren has been up to for the last few months since he published the Maven Matrix Manifesto. He has been writing "The Complete Guide To Highly Successful Internet Joint Venture Partnerships."
Interesting. Very interesting.
Rich Schefren has built much of his success based on joint ventures and I remember the teleseminar series he did with Stephen Pierce and Jay Abraham a few years ago that pulled in an amazing amount of money.
Book Review - 4.5 Stars
John Jantsch writes one of my favourite small business blogs so it is no surprise that I was keen to read and review his book "Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide".
OK I may quibble about the"most practical small business marketing guide" since John operates firmly in the same small business marketing niche as Guerrilla Marketing but he has written as excellent marketing book.
While it isn't the book I was expecting (as I explain in my full review of Duct Tape Marketing on my Business Books Blog) it is well worth adding to your library of marketing books to buy and read not just the once but every year or two.
If you are having difficulty finding your own marketing tagline, then take a look at this short video from Michael Port, the guy to call when you're tired of thinking small.
You are going to hear a lot about Jay Abraham's Quick Start Income Building Home Study Kit because Rich Schefren has just blogged about it querying the 99% off and it has also been released to the Strategic profits affiliates.
This isn't a new Jay Abraham promotion because I bought it early last year.
A new client sent me some of his postcard marketing campaigns recently and I must admit that it is an idea I like.
I am very much in favour of direct mail marketing provided you are using a targeted list and have a compelling sales letter (see my copywriting resources for tips and advice or consider buying Instant Sales Letters).
I keep an eye on the keyword phrases that attract people to my blog and today, up popped the phrase "world's most famous business coach" and my blog came second.
So this got me thinking.
Who is the world's most famous business coach, adviser & guru?
It's not me I know that but who do you think is the most famous coach, adviser or business expert?
The issues and problems of small business growth were the subject of a classic Harvard Business Review article "The Five Stages of Small Business Growth" by Neil Churchill and Virginia Lewis back in 1983.
While the article is now twenty five years old, the basic issues that face a small business as it develops over time haven't changed.
Do you have a reputation monitor? Do you know what is being said about you on the Internet?
One of the nice things about gaining attention is that people start wanting to know what you think and start searching for you online and become regular visitors to your website of blog.
Unfortunately attention also creates jealousy and people who want to take cheap pot-shots at you.
Jay Abraham wrote "Stealth Marketing: How To Outmaneuver, Outwit and Outmarket Your Most Formidable Competitors...Before They Know What's Hit Them" some years ago but its contents is becoming increasingly relevant in today's tough times.
The problem is that Abraham.com lists it for sale at a wallet bashing $1,000 per copy. That's right there is a book even more expensive than the famous "The Money Making Secrets of Jay Abraham..." also known as the "Mr X book".
Abraham.com promotes "Stealth Marketing" as recession proofing your business and says: