Attracting Ideal Clients

Work on your Goals

 "If you go to work on your goals, your goals will go to work on you. If you go to work on your plan, your plan will go to work on you. Whatever good things we build end up building us."

~Jim Rohn

I love quotes. There is so much wisdom contained in them. This quote from Jim Rohn reminds us of the importance of planning and goal-setting. The simple act of making a plan or setting a goal begins a chain reaction of activities that will lead us to greater success.

Action Step: What goals can you set today that will move your business forward? Take 10 minutes to set a goal and then take one action toward that goal.

Rick Cooper
The Attraction Marketing Expert

Attraction Marketing Secrets - How to Get Publicity With a Press Release

One of the best attraction marketing strategies available is to get publicity. You can increase your visibility by getting coverage from the media. It’s not an easy task, but if you have a timely message, you can do it.

After you develop a publicity strategy and a plan, the first step to get publicity is to write a press release. This critical document is used by the media to identify trends, locate experts, and select story ideas.

1. Select a message

Getting publicity takes consistent effort and it takes a consistent message. Select a message you will communicate frequently over a period of 3-4 months. Write a series of press releases that focus on different aspects of the message. Make direct contact with the media, pitching your story and offering to be interviewed on the topic.

The press release should not be about your business. It shouldn’t be about you. It should be about a specific group of people. For example, you could write about baby boomers, small business owners or retirees. Your message should appeal to your ideal clients because that is ultimately who you want to reach.

Your press release should be newsworthy and should tap into the theme of hot topics and current trends in the news. It doesn’t have to be related to what you do as a business owner. But, that’s always a plus. Just remember not to promote. You are the expert!

2. Create a compelling title

Just like an article needs a compelling title, so does a press release. Look for examples of press release titles on PRNewswire.com. Don’t look at corporate press releases. In general, their press releases are boring are all about me, me, me. Keep your title simple and focus on the benefits of the message. You want to draw people in with the title.

Make Your Press Release Newsworthy!

3. Craft an informative opening paragraph

Keep your message focused and use the opening paragraph of a press release to communicate the who, what, when where and why. Include your city at the start of the paragraph. You can include a date or leave it off.

Grab the attention of the media and draw them into the press release. Give people a reason to read further. State the problem and explain that there is a solution.

4. Draft the press release

Draft an outline of the content and write the press release. Focus on providing value. If you want to get the media’s attention use the press release to provide tips and strategies that will be meaningful to an audience the media is trying to reach.

One of the strategies you can use in communicating with the media is to share 3 tips or strategies. If you have the opportunity to be interviewed by the media, you can’t ramble on, you need to be very focused.

Most people have a difficult time communicating a clear, consistent message. They’re all over the place. If this sounds like you, you need to invest some time in boiling your message down to its basics.

5. Quote yourself as an expert

One of the differences between an article and a press release is the opportunity to position yourself as an expert in a press release. Quote yourself in the press release 2-3 times. For example, “According to Rick Cooper, The Attraction Marketing Expert, “A press release can help you book an interview on radio or TV or be quoted in print media.””

Use words like “according to, says, said, indicates, states, stated, and shared. It might be uncomfortable in the beginning to write about yourself in the third person. Imagine someone else is writing the article for you. Do not list yourself as the media contact. Use someone else’s name.

A press release is a great tool to help you craft a compelling message for your publicity campaign. Post your press release on the internet, send it by email and include it in packages to the media. With consistent effort, you will get visibility and ultimately publicity. Read Guerrilla Publicity by Jill Lublin and Rick Frishman. Be persistent and seek out additional resources to help you learn how to get publicity.

Rick Cooper
Marketing Coach

Are You Leveraging Email to Build Trust and Rapport?

One of the best tools you can use to develop customer relationships is email. It offers the possibility to create an ongoing relationship by communicating information and providing value. Are you leveraging email to grow your business?

Do you consistently send email messages to your list? Do you mail to everyone at once, or do you make use of sub-lists to send a more targeted message?

Email is an amazingly versatile tool to build trust and rapport. It allows you to share information through broadcast messages, email newsletters or advertisements. One of my favorite strategies is to use autoresponders to create an ecourse.

Compared to other forms of promotion, it's very inexpensive. You just have to pay for the cost of the email marketing tool. It's also green, there's nothing to print and mail. All things considered, email is a great tool.

Unfortunately, open rates are down. There are more and more messages and fewer people opening them. But, it's still worth the effort. And permission based marketing means that people want to hear from you. As long as you provide value, you will get a result.

What opportunities do you have to create email campaigns? Have you taken the time to develop a strategy? If not, you might want to set a goal to make better use of email in your marketing.

5 Tips to Get More Speaking Engagements

Experts gets more clients! You can use public speaking to increase your visibility. You may also have the opportunity to generate leads or sell products.

Public speaking is a great way to find clients. When you stand at the front of the room, people will perceive you as an expert.

So, where can you go to speak?

Here are 5 tips to get more speaking engagements:

1. Service organizations

Call your local Kiwanis or Rotary club. They are always looking for speakers. Also, check out Meetup groups including Successful Thinkers.

2. Professional associations

There are many great professional associations for specific industries or careers. Make a list of associations and ask for referrals. Check out their local website and look for the Program Director. Network with other professional speakers. I attend the Sacramento Speakers Network. Look for a group in your local area or start your own Meetup group. After you deliver a speech, refer other speakers to them.

3. Companies

Do you have a topic that would interest sales professionals? Call the sales manager or owner of a small to medium size business to book a free local talk. Offer to speak for 30 to 45 minutes at their weekly meeting.Make the talk motivational, as well as providing ideas they can implement.

4. Conferences and Events

There are a lot of events that feature speakers. Many conference organizers hire professional speakers so they know they are getting a good speaker. There are also a lot of smaller events that feature unpaid speakers. Keep an eye out for local events. Connect with your local chamber of commerce and look for flyers for upcoming events.

5. Host your own event

This one is the most challenging to pull off. You need to book a venue or find a place to host the event free. You need to market and promote the event. You need to make confirmation calls. And you need to arrive before and stay after the event. There are also decisions about whether you will serve food, allow time for networking, and how to handle registration. Other than that, it's a great strategy.

Public speaking is one of the most powerful ways to grow your business. You will literally have people beating down your door wanting to talk with you because you have the answers.

Make sure you take the time to develop your speaking content. Write a script, memorize it and practice. Practice, practice, practice. Get clear about your goals for the speech.

One word of caution, be sure to get approval in advance before you attempt to generate leads or sell products during a speech. Many associations have strict rules against selling. Learn what you can in advance about their rules. Then, make a specific request. If they say yes, then you're good to go.

You are an expert! Now, get out there and speak!

Rick Cooper
Marketing Coach

Join me for a Free Teleseminar:

How to Position Yourself as an Expert

Click here to register for the call or request the recording:

http://bit.ly/cvubut

5 Tips to Develop Rapport through Email

One of the greatest assets you have as a business owner is your customer list or database. That includes all of your clients, prospects and members of your network. It’s anyone you can communicate with to add value and promote your business.

One of the ways to communicate with customers and prospects is through email. Do you have an email list? If so, how often do you communicate with your list?

If you want to build long term customer relationships and grow your business, then you need to communicate regularly. Email is a great tool to help you build trust and rapport.

Here are 5 tips to develop rapport through email:

1. Send messages consistently to your email list

Think about your list. How often do you think they would want to receive messages from you? Identify how many messages to send per month and then stick to it. Some people send 1 message per month, others send 1 per week, and still others send several messages per week. Get on a schedule and do it consistently over time.

2. Create a content rich ezine to send your list

People like information. And they love good information. So, position yourself as an expert and write articles. Then, create an ezine to send your articles. Choose a simple design and send your ezine monthly. Be authentic and let your personality come through.

3. Develop an autoresponder campaign to warm up new prospects

One of the ways to build trust and rapport is to create a content rich ecourse that educates at the same time it builds trust and rapport. You can use autoresponders to deliver a sequence of email messages over time. What problem can you help to solve? Create an ecourse and then promote it on your website or blog.

4. Send broadcast messages to invite clients and prospects to free events

A broadcast message is a single message you can send to your full email list or to a sub list. You can invite people to a teleseminar, send an article, send a link to your blog or help to promote someone else. Determine how many promotional messages you want to send per month and stick to it.

Focus on Adding Value!

5. Don’t over-market to your list

You should use an email marketing service that complies with the Can Spam Act. That gives people the ability to unsubscribe. People will unsubscribe. Don’t worry about it. But, do minimize the risk of having too many people unsubscribe by making sure that you do not over-market to your list. Too many messages too close together may encourage someone to click the unsubscribe button. As long as you are looking for ways to add value, then people will look forward to your messages.

If you follow these 5 tips, you will increase your results substantially. Think of email as a strategic marketing tool. Take time to plan your communication schedule. Develop your skills in creating email marketing copy.

Be authentic when you write your messages. Look for ways to add value. People will read your messages if they find value in them.

Write your way to success!

Rick Cooper
Marketing Coach

Write an Article to Position Yourself as an Expert

Looking for a great way to begin positioning yourself as an expert? Write an article! This is a quick and easy strategy to begin adding value to attract clients. People want to know that you are knowledgeable before they work with you. Show them.

As an author and a speaker, I have developed a body of content over the last 7 years. But, when I first started my business, I didn't have anything except what I knew in my brain. I started out simply by writing articles, posting to a blog and then creating reports.

Over the years, I wrote several books, workbooks and created an audio CD set. I know this can seem daunting to someone just starting out. Hang in there. It gets easier each time you do it.

Attract Clients with an Article!

Here are 5 quick tips to help you get started:

1) Brainstorm a list of topics and then prioritize them

2) Don't worry about coming up with the perfect title, just get started

3) Make a list of 3-5 points you want to cover in the article

4) Write the first draft and then set it aside

5) Edit, edit, edit

I have now reached a point that I can write an article from start to finish without having to make any edits. (Okay, it's always a good idea to read through your articles at least once to catch typos.) I take more time when I write books, reports and ebooks.

If you have thought about writing articles, but have hesitated, what's holding you back? Take a risk and get started today!

Success Secrets: Tips to Comeback from a Loss

One of the secrets to success is to improve your ability to comeback from a loss. Business is a mix of ups and downs. Sometimes you’re rising. Sometimes you’re falling. It takes persistence, hard work and effort to stay on track and reach the level of success you want.

In the current economy, many people are struggling. On the other hand, there are some people who are having their best year ever. It’s an interesting dichotomy.

What are some of the things you can do to comeback from a loss?

Let’s first consider a few examples of losses. You can lose a friend or family member. You can lose a job. You can lose a business. You can lose physical possessions. You can lose your health. There are many other examples. or the purposes of this post, let's focus on business losses.

Find Success-Oriented Individuals to Partner With!

So, what can you do about it?

1) Get into action

First, you need to get into action. It doesn’t really matter initially what you do. If you take massive action, you will create some results.

One of my mentors, Eric Lofholm, said, “Fear, panic and worry do not manifest money.” Instead, focus on revenue producing activities.

2) Get a plan

Yes, at some point, you need to step back, set some goals and decide upon the best possible actions. If you're not getting the results you want, you need to look for some better strategies.

3) Get a coach

I believe in the value of coaches. I have worked with many coaches in the past. When you work with a coach, they can help you identify what’s holding you back. And they can also hold you accountable to focus on taking action that will generate the results you want.

4) Get positive

A positive attitude goes a long way. I am an eternal optimist. And in most cases, that works a lot better than the alternative.

Here are a few strategies that can help to improve your attitude. Use positive affirmations. I recommend you write your affirmations on index cards and carry them around with you. Read them 2-3 times per day. Internalize it.

Another great idea is to get around other like-minded, success-oriented individuals. I am fortunate to be part of a Mastermind group that has met monthly for the last 2 years. I rely on their feedback and support. We have become good friends and help each other when we’re struggling. I recommend you find a mastermind group, or a networking group or just a few good friends you can talk to.

Plan for your comeback. Joel Osteen, Pastor of Lakewood Chuch, says, “Every setback is a set up for a comeback.”

When you face challenges, realize that the challenge was not meant to tear you down, but to build you up.

Now, get out there and take action!

Rick Cooper
Marketing Coach

I have a question for you: What have you found helpful in making a comeback from a loss? What tips, strategies and techniques have you used in the past? Post your comment below.

Use Audio to Attract Clients

One of the easiest and most fun Attraction Marketing strategies is the use of audio. You can quickly and easily create an audio recording. You can share tips and strategies that provide value and create an audience that wants to learn more.

All you need is a microphone, a computer and software to edit the files. This is a do it yourself project or you can hire a studio to help you.

One of the best reasons to create an audio program is that it will position you as an expert and it will create a higher level of influence.

Create an Audio Program for Sale or Lead Generation!

1. Select a topic

You can record an audio program that’s as short as 20 minutes or as long as an hour. You can create short 2-3 minute audio clips, or a multi audio CD set.

Select a topic that you are expert in and that will attract clients. You can repurpose an audio program into an ebook, a book or a class. Once you have recorded the audio program, you can even repurpose the audio content by using segments for an audio podcast or to post on a website.

2. Choose a title

The title of an audio program needs to have appeal. It needs to grab the attention of your prospect and make them want it. Think about how you will package the audio. Will you offer it online as an audio download or package an audio CD? Think about the packaging design when selecting a title. Will the title fit nicely on the cover and look good on a thumbnail image?

In the beginning, choose a working title. You can always rename it later in the process. But, it’ a good idea to finalize the title because you will want to include it in the script.

3. Write a script

Developing an audio script can be a lengthy process. It will take hours of writing, editing and practicing before you arrive at a script that you can use in a recording. Don’t be afraid to try a test run and make an audio recording along the way. Listen to the recording and make notes about what it is missing.

You may find in time that you are comfortable improvising content. But, it still pays off to script out your call to action for the end of the audio, especially when creating an audio to be used for lead generation.

4. Record and edit the audio

You can record an audio program using a microphone and a computer. Audacity is a free software tool you can use to record and edit an audio program.

The final step is to create a web page to post the audio for sale or for lead generation. I recommend you create your own web pages to start with. Once you start generating some results, hire a graphic designer or a web designer to create a more professional looking web page for you. Use a sales page format where there is only one page with no navigation links. And be sure to get a short, memorable URL to help promote the web page.

Audio is an effective medium for providing value and creating a marketable product. You can record an audio program to use as a free product or for sale.

Reach out to your Network

One of the most valuable assets you have in your business is your network. Your network includes anyone you know, whether they are an acquaintance, an associate, a client or a friend.

You have a network, whether you look at it that way or not. There is value in your network. There is the possibility for developing joint venture partnerships, referral opportunities and client relationships.

The question is how do you leverage your network? You have to be deliberate about thinking of your network in a way that will support you. When you have a need, think of specific people you know who can help. Reach out and ask for help.

You will have much better luck if you are proactive in helping others first. If you are always taking and never giving, your network will tire of your requests.

Do you have a strategy to build your network? Isn’t it time you made a plan to build your network and determine how best to make use of this incredible resource?

Be Proactive in Looking for Ways to Help People!

Here are 3 strategies to build your network:

1) Grow your network

One of the simplest ways to grow your network these days is through social media. You have instant access to millions of people. You can quickly connect with people and over time develop closer relationships.

Networking at events is another great way to meet people. Be selective about which events you attend. Look for events that will connect you with your ideal clients or with influential people.

You can also state a goal to develop a relationship with someone you know of but have not met. This is a powerful strategy. It will cause you to step outside of your comfort zone.

2) Connect with your network

A network is meaningless unless you actually reach out and connect with people. You can connect through social media or the phone. The most powerful way to connect with people is directly over the phone or in person. When you talk with someone directly it creates a greater possibility for understanding and opportunity for support.

3) Support your network

Be proactive in looking for ways to help people. Listen to what they are saying. People will often make requests through social media sites, email or on their blog. Watch for opportunities and act on them.

Another idea is to simply ask people what they need help with. This is best done over the phone or by email. Make it personal.

How many people are in your network? What do you plan to do to grow your network? Who are 5 people you want to be in your network? What is one step you can take to reach out to them?

Take action to build your network and you will create opportunities to grow your business in the future.

Social Networking Tips to Leverage Twitter

Twitter is an amazing tool which can allow you to connect with people across the world. You can attract clients, find joint venture partners and reach out to connectors and other influential people.

Many people have tried Twitter and given up. This is a mistake. It's a very powerful tool and one of its strengths is simplicity.

Here are some of the common complaints I hear about Twitter:
*Too much spam
*I can't follow conversations. It's too confusing.
*Why are people following me? Where are they following me to?

Let me address the questions one at a time.

Too Much Spam
Yes, there is more spam and promotion on Twitter than on most social networks. That's okay. If you know how to filter tweets, you can avoid most of the spam.

I can't follow conversations. It's too confusing.
Twitter can feel a little like walking into a crowded room and trying to listen to all of the conversations at the same time. If you go to a library, do you feel overwhelmed? Or, do you simply look for one book to read? Twitter is the same way. Take a deep breathe. First, you do not need to read everything everyone posts. Second, you can use lists to filter people into categories. For example, you could create a Friend List so you can read tweets just from your friends.

Why are people following me? Where are they following me to?
This is one of the most unique qualities of Twitter and one of the most powerful. On most social networks, you have to ask someone's permission to connect with them. And once you connect to them, that gives you access to their network and to information about them. Twitter works the opposite way, anyone can follow anyone, except in certain situations like someone protects their profile. This makes it possible to build a large network quickly.

Make a Short List of People You Want to Communicate With

Now, let me share 3 ideas to help you leverage Twitter as a powerful social networking tool:

1) Build your network

Invest some time in following people. The larger your network, the better opportunity you will be able to connect with influential people. It will also increase your opportunities for lead generation.

2) Focus on communication

Forget about trying to chat with everyone. Make a short list of people you want to communicate with. Create a List on the Twitter website of people to communicate with and focus on them. You can also use tools like TweetDeck which improve the communication process.

3) Add value

Make every tweet count. Post quotes, tips, and link to blog posts that add value. Limit promotion to one out of every 10 tweets. This will prevent you from being labeled a spammer and being blocked or unfollowed by other people.

If you implement these simple tips, you will be well on the way to getting better results on Twitter.

Sign up for a Free Teleseminar April 13th:

How to Use Social Media to Attract Clients

Click here to learn more

Rick Cooper
The Attraction Marketing Expert