Five Ways To Improve Making Your Point…

Inspired by an article by Scott Ginsberg 

Whether you are networking, presenting, or conversing on the phone, consider these five tactics to make your point faster and better:

  1. Use plain language. The less jargon you use, the more engaging you become. When writing, shorter sentences get read. When speaking, shorter sentences get heard. Think like a writer. Watch those long and cumbersome sentences. Don’t overload people’s brains. Don’t spew one idea after another. Keep your message lean and free of nonessential words. Are your messages simple and insightful?
  2. Demonstrate commitment. Tell one brief story about how you went overboard on your commitment. In sharing, you intentionally stretch people, you force them to turn inward, confront themselves and start wondering how far they’d go. People rarely forget conversations like that. Point made. How are you letting people bond with your level of commitment while simultaneously challenging them to reexamine their own?
  3. Hanger words. Hanger words are conversational hooks that attract people’s attention by building excitement around what you’re going to say next. Examples include: Here’s the deal… Let me ask you this… Think of it this way… Yes, and here’s why… I have one observation… Here’s the difference… I have one question… Two secrets to using vocal hangers: watch your tone so you don’t come across “salesy” …and… pause ever so slightly before you deliver the goods. This heightens the level of anticipation and energy into the conversation. The more you practice, the more natural they will sound. How do you elicit rapt interest?
  4. Reflect their reality. Take notes during a conversation. Select something in particular from these notes, turn the piece of paper around, then ask the other person to read the passage. More often than not, people are shocked when they hear themselves speak. This feedback process offers a verbal mirror. It reflects the other person’s reality and helps people see themselves as others see them. What’s more, there’s no greater way to make a point than to mirror people’s own words. How are you using note taking for point making?
  5. Stories trump resumes. Facts are retained – stories are retold. Which one are you using to prove your point?

Marketing and Business Development Alignment…

“Alignment happens when everyone’s on message.” Ben Reed.

“Imagine if, instead of hearing one thing from marketing and another thing from sales, prospects heard the same compelling message at every turn. That’s what real alignment looks like. That’s what moves the revenue needle. And that’s when marketing becomes the best friend sales ever had.” Read more here.

What’s the Best Format for Email Marketing…

I thought I’d share this recent post by Ian Brodie, as I tend to agree with him. What have you found to be the best way to format your email marketing campaigns?

By Ian Brodie –

“What’s the best format for emails?”

My email marketing system provider, Ontraport, recently added a whole bunch of fancy new templates for emails to their system.

I don’t know how much time and money they spent doing this, but the problem is that almost every test run on email formats has shown that fancy formatting hurts your results.

The classic test was done by MarketingExperiments a few years ago. They discovered that:

  • Emails that use lots of graphics and formatting got 34% fewer clicks than plain text emails.
  • Emails that had a little bit of formatting: the occasional underline or bold text and highlighted links got 55% more clicks than plain text.

In a more recent test here, WhichTestWon tested a graphical sales email vs a plain one and found the plain email got a 195% increase in clicks and a 304% increase in sales.

Although we can never know exactly why, I reckon the reason simple, lightly formatted emails do so well is that they look like the emails we get from people we know and trust. Friends and business colleagues.

Graphics heavy emails look like advertisements and so when we read them our self-defence mechanisms kick in.

Fancy graphics often play havoc with mobile devices too. At best, they make the text appear tiny. At worst, the email is unreadable.

So my advice: stick to simple, lightly formatted emails.

Use Targeted Lead Nurture Programs To Cultivate Prospects…

Author: Webmarketing123

Shockingly, 65% of B2B marketers have yet to establish lead nurturing campaigns. This is especially shocking given a previous study that demonstrated a 35% lift in lead generation ROI by marketers that employ lead nurturing programs (MarketingSherpa). Nurturing can take shape in many forms. (Webmarketing 123) recommends leveraging the power of marketing automation to track and score your “not-ready-yet” leads, and send triggered emails based on demographic and behavioral information. Behavioral information includes website visits, whitepaper downloads, webinar registration, and similar activities that indicate interest in your products. Long and complex B2B sales cycles make nurture programs a must to stay top of mind and to guide prospects towards a purchase. See all 8 Online Lead Generation Best Practices


Ten Ways to Become a More Tenacious Marketer…

You’ve got to be tenacious to drive business. I’d say “tenderly tenacious!”

Tenacious marketers want to get the maximum value from their efforts. They are always on the hunt for more, new and different and more efficient ways to grow their company. They are at the forefront, and always take time to test and evaluate their marketing tactics and strategies in order to find out what works best for their business.

Here are 10 ways to become a more tenacious marketer:

by Ryan Caligiuri


1. Test and benchmark

Tenacious marketers don’t just send out one mass e-mail and sit back. They want to figure out what works best. So they want to come up with ways to test different strategies and gauge what works best. One technique is called split testing. Divide your contacts in half and send the same e-mail to both groups, with a slight change to one. It might be as simple as a different subject line or value proposition. Then see which works best. By pitting two similar e-mails against each other, you can learn what is the better motivator. It’s a way to test and create benchmarks, then use what you discover to replicate success on future campaigns.

2. Always have a strategy

Without a strategy, you are a nomad in marketing your business. A strategy points you in the right direction and ensures your actions are building to something. For example, when using social media, tenacious marketers don’t just make conversation; they have a purpose in mind. And they always use social media as a means to an end.

3. Always be on the lookout for revenue-generating opportunities 

Tenacious marketers must always be on the lookout for new ways to generate revenue. They don’t just try to fill a room when they run a special event. They look for more ways to bring in additional revenues from exhibitors, and pull in more sponsors, advertisers and businesses that are interested in communicating with their attendees.

4. Be direct-response driven

Direct-response mechanisms are techniques you can use to measure how many people respond to a certain marketing message. Website links, specific phone numbers, e-mail addresses and Web pages themselves can all be used to take such measures and gauge your marketing effectiveness according to the number of responses to a communication you send out to the marketplace.

5. Get personal

Tenacious marketers take the time to ensure they are being relevant and personal. For example, when running a direct mail campaign, they don’t just blanket people with a generic letter; they find ways to make it more personal and relevant to each individual receiving it.

6. Get more out of a website

Tenacious marketers don’t put all the focus on how nice a site looks. That’s important but even more important is to make a site perform, focused on educating visitors with the right content, permission fields that collect contact information and sharing offers that are compelling to the marketplace. This takes your website to a whole new level that goes beyond a static billboard – which is what most websites are these days.

7. Deliver more value

When tenacious marketers put together offers, they don’t just create a “me too” imitation. They create an offer with more benefits; this can include building in price inducements, guarantees, trial periods or warranties. Tenacious marketers realize that by adding more value to a program, product or service, they are building a competitive advantage and preventing themselves from being marginalized by the marketplace.

8. Show commitment

When trying to build a relationship, tenacious marketers don’t stop after sending a few messages. They keep up the conversation, continuing to share valuable information related to and relevant to their marketplace over an extended period of time. They understand that it often takes nine to 11 touch points for a someone to respond to a message, so they continue to persist no matter how many times they are ignored.

9. Be driven by referrals

Tenacious marketers always takes advantage of successes by asking for referrals. They remind clients of successes and let them know how much a referral would mean to their business. They tell them who they’re looking for, the type of businesses they can help and offer an incentive for making introductions.

10. Focus on the most likely buyers

Tenacious marketers don’t focus on the open market; they market to their best clients first, their best prospects second and the rest of the world last. Current clients are the ones who are already doing business with you; they trust you and you have already established rapport with them. It would be wasteful to begin marketing the other way around.

It is much easier to take a lackadaisical approach to marketing and do what everyone else is doing, but your results will reflect the effort you put in.

You need to be tenacious to win. (Go Grow!)



Ryan Caligiuri is a Winnipeg-based marketing specialist who believes that many organizations are wasting their money on ineffective marketing tactics, that many professionals and students feel lost because their actions don’t translate into positive results, and that all three groups are too comfortable following the status quo. He is driven by the desire to refocus their efforts to resurrect the impact of marketing.




Four Ideas For Your Email Marketing…

Email marketing is an inexpensive and easy way to consistently stay visible and position your organization as a thought leader in your industry. Ideas worth considering…

  1. Get personal Take the time to ensure you are being relevant and personal. Don”t just blanket people with a generic email; find ways to make it more personal and relevant. At a minimum, categorize your contacts by industry or title or type (etc. etc. etc.) and send only topics of interest to each group.
  2. Test and tweak Haphazardly sending emails isn”t going to get you anywhere. Come up with ways to test different strategies and gauge what works best. Split-test by dividing your contacts in half and send the same e-mail to both groups, with a slight change to one. Perhaps a different subject line. See which works best. Learn what motivates people to reply to back to you and/or click through to your website. Then, use what you discover to replicate success on future campaigns.
  3. Stay committed Keep up the conversation and continue to share valuable and relevant information over an extended period of time. Understand that your goal in email marketing is to create awareness, stay visible, and position yourself as a thought leader. It”s unlikely you will “sell” anything through your email marketing tactic. You might get a meeting, online casino if you are lucky – and this is a good segue into a final idea…
  4. Integrate email marketing with other tactics Email marketing is ONE tactic – all companies need to select several tactics that are well-aligned to your business goals and company culture. Again, your email campaigns are probably not going to get you a “sale” – but they will help keep you top of mind and if the content is relevant and insightful, you will position yourself as an expert. Integrate your email marketing tactic with other tactics that are best for your business situation. Cold-warm calling, speaking engagements, being visible and active on social media and within your clients industry organizations, getting published…. If you need help figuring out what tactics are best for you, reach out – I”d be delighted to help.

Go Grow!

Three considerations for your b2b content marketing in 2013…

According to a survey conducted by the Content Marketing Institute, professional service providers have significantly increased time and dollars spent on content marketing. Marketing teams are now asked to create high volume, high variety, high value and compelling content – on a daily, if not hourly, basis. Three considerations for your content marketing in 2013:

  • Thought Leadership. In recent years, the desire to demonstrate thought leadership has become a goal for professional service providers, but it’s typically random at best. Consider guiding your firm’s thought leadership by instituting a more structured approach for 2013. Think about tying together overarching “client-minded” themes and thought-provoking ideas – across your organization and practice groups, leveraging multiple distribution channels – social media, blogs, presentations, conferences, webinars, etc.
  • Publisher Mentality. Keeping up with content demands takes a mobile casino more organized approach. Consider creating editorial calendars to plan your content creation needs and set up and use tools to help you manage the editorial process. If your budget allows, hire or contract with people who can provide more dedicated attention to content creation – managing the process for you.
  • Repurpose Content. White papers and reports have been the mainstay for content marketing, but nowadays people prefer to consume information in smaller, easily digestible chunks. I don’t recommend moving away from white papers or reports – but consider repurposing this information, pulling out bits and pieces for blogs and emails and social media. Consider creating a content database where topics or ideas can be stored and easily accessed, repurposed into different uses, such as blog posts, social media posts, email campaigns, articles, conferences, interviews, and presentations.

Simple Energetic Focused Marketing Plans…

I recently met with a client to discuss their marketing plan. The firm had new leadership in place and this was their first draft marketing plan. The plan was essentially a list of ongoing prospective new business opportunities and random assignments. There were no objectives, no vision, no research, no timetables, no goals, and no set/specific responsibilities for each person. What happened here? Each principal had come with their own separate definition for what “marketing” is – and what a “marketing plan” is. The team wasn’t on the same page.

You don’t need to create a cumbersome clunky marketing plan – I’d advise you NOT to do so. But your leadership needs to be on the same page, and you can get on the same page by creating a simple, energetic, focused, and empowering marketing plan that communicates your vision, objective, goals, responsibilities, and deadlines. Ask yourselves what you want to achieve over the next couple years – what are your objectives? Assess the market(s), do some research, and figure out if your objectives are realistic. Set realistic goals to reach your realistic objectives. If you need help finishing your plan or dusting it off and implementing it, feel free to reach out at any time – I’d love to help your firm.

Consider the following; taking into consideration each of these needs its own strategy, tactics, and timeframes:

  • Make a list of the top ten POTENTIAL clients you really really really want to work for. These companies/people become your new business development pursuits.
  • Make a list of your best CURRENT clients – focus on maintaining these clients.
  • Make a list of your ENDURING / RELIABLE clients – they could potentially help you in hard times.
  • Make a list of your best PAST clients – work to get them back.

If you have a clunky or boring plan, here are a few immediate ideas for you:

  • Is your plan truly realistic?
  • Have you performed basic research?
  • Do you have a budget to implement and support each area of your plan? If not, scale back.
  • Have you designated a champion for each part of your plan? They should feel well supported by your leadership and feel responsible and accountable for making it happen.
  • Is it time to consider shifting responsibilities – sometimes a different principal can give fresh ideas and energy to a flailing effort.
  • Is it time to bail on a particular goal – you should always give your best effort, but at some point it’s good to confront reality – especially if there’s one area of your plan that just simply is not working for you.
  • Can you measure your progress?

Go Grow!


Study Your Points of Contact…

Study every point of contact at which your company makes contact with a prospect. Your receptionist. Your business card. Your building, store, office. Your brochure. Your web presence. Your public appearances. A sales call or presentation. Then ask, What are we doing atoledo to make a phenomenal impression at every point? Don”t squander one point of contact. Study each point of contact. Then improve each one – significantly. Extracted from “Selling the Invisible” by Harry Beckwith

This is an excellent exercise for every company to undertake. Do a deeper dive, and ask yourself at each point of contact – does this align with our brand? Are we consistent across all points of contact?

Challenge Established Marketing & Sales Processes…

  1. Integrate Your Sales & Marketing Efforts. Remove all silos. Leverage your team’s strengths, skills, time, and resources. Integrate marketing and sales fluidly for the benefit of your organization. Read Acts of Competitive Strategy…
  2. Sales and Business Development Folks – Focus on Closing Sales. I know this personally: business development and sales professionals love relationships, we are eternally optimistic, and we hang on to dead opportunities far too long. Consider building better indicators into your overall sales and marketing process, and if hot prospects die on the Movie: The Great Gatsby, The Notebook & Forrest GumpMusic: Kings of Leon, Coldplay, Mariah Carey & RihannaHobby: Hiking, Beach Cruising & hanging out with my family Other Languages: SpanishTeaching/Mentoring experience: I worked for an after driving school games enrichment program and for the Jewish Community Center for several years. vine or slow to a crawl, give them back to marketing to nurture within your well-built automated marketing programs.
  3. Focus Marketing Efforts On Getting Sales Meetings. Every campaign, every tactic should align with the goal of closing sales (and generating awareness). Read Marketing Strategy and Planning Tips…
  4. Set Up Tracking Systems. Consider tracking every point in the sales cycle to understand which campaign(s) are most effective in generating awareness and closing sales so that you have real knowledge to cancel those campaigns which yield minimal results.
  5. Outsource Marketing. Consider outsourcing your marketing efforts – especially if you are a small or mid-sized company because it simply doesn”t make financial sense to have a full-time person dedicated to a part-time position. Larger firms consider keeping a small internal marketing team and outsourcing production and special projects. This way, large companies can tap into the full array of marketing expertise, social media experts, content generators and writers, web and app developers, strategists, and project managers – if and when they need it.

Go Grow!

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