My belief is that this helps to start the relationship and show the prospect that I care, builds trust, and let’s them know I will do right by them.

photo credit: Emborg

How to develop your own story:

First, start off by brainstorming a list of events that led you to your career, both personal and professional.  Then answer the following questions about those events: What was significant, unusual, or noteworthy about those events?  How did they shape who you are?

Second, pick out the things on that list that assimilate you to your clients and are relevant to why you do right by your clients.

Third, form those facts/thoughts into a story format that is short, yet powerful.  Start at the beginning and end at the present perhaps even speculating into the future.

Forth, practice, repeat, tweak for effect, but say the same things each time you meet with someone.

Now, go forth and tell your story.  Let me know how it works out for you.  From my experience, it has helped my practice and developed into closer relationships with my clients.

What’s your story?  Why do you do what you do?

Have we met?  If not, let’s grab coffee and share some tips!  Send me a message.

photo credit: kevin dooley

Each day, week, month, and year, I track different statistics to find out if I’m doing what I need in order to keep my business growing.  Here are some of the annual statistics I track and why they matter:

New Clients: My goal was 48 (4 new per month).  I ended up with 58!  I brought in more new clients to Northwestern Mutual than any other advisor in Indiana in 2011 (there are about 220 of us in Indiana).  This got me a lot of praise throughout the company and also a few perks, but what it really means is that I’m building a strong, lasting practice.  Helping people in Fort Wayne, IN and the surrounding area; achieve their financial goals for themselves and their families is my primary goal and the more I can help the better for both of us.

New Meetings: I met with 421 different people last year the vast majority of them at various coffee shops in Fort Wayne.  As you probably know, I’m a big fan of having meetings over coffee to meet new people in our community.  It allows us to network, learn about things happening in our community, develop relationships, and gain new clients.  If we haven’t had coffee yet, we should.  I’d like to see how we can be of benefit to each other.

Miles traveled: I traveled 6,532 miles for my business in 2011.  As any self-employed person should do, I keep a mileage log and track where I go, who I met with, and why, so that I can take a deduction on my taxes.  In 2011, the mileage deduction is $.51/mile which means, I get to deduct $3,331 off of my taxes!

I keep a lot of other statistics, but to me, those are some of the important ones.  Keeping statistics on your business helps you stay on track and make sure you are achieving your goals.  As we progress through the month of January, consider which numbers are important to you and find out what you need to do on a daily, weekly, monthly, and annual basis to achieve things that are important to you.  I wish you all the best 2012.  Make it happen!

Have we met?  If not, let’s grab coffee and share some tips!

I started by asking Zach what he felt the most important starting point was for developing his marketing strategy.  “The Brand”, was his answer.  He spent time with a group of people he trusted developing the logo and the tag line, “Innovation, Tax Savings, No Excuses”.  During their brainstorming, some of the tag lines they didn’t go with were, “Let’s Get To Work” and “Imagine”.  He then took these tag lines to a group of likely voters and tested it to see their reaction.  I think this is an important point.  No matter how clever you think you are at developing your brand, you must test your brand with likely customers to see their reaction.

Zach then started marketing from multiple fronts to get his message out to as many people as possible.  He utilized Social Media, Email, Direct Mail, Door to door, Sign placement, Word of mouth and hoped to use TV and Radio.  In the end, Zach’s approach was to be targeted to people who would likely vote for him and those undecided voters.  Because any campaign has to manage its money as closely as possible, he chose to use techniques that would take more of his time, but less of the campaign’s money.  Door to door was one of the most effective things he has done.

Here is his process for using door to door effectively:

·         Start with a plan for walking through a neighborhood, utilizing a voter list provided by the GOP of likely voters

·         Keep track of those who he met and wasn’t able to meet

·         Send personalized thank you notes to both those he met and wasn’t able to meet (This added touch he says got him extra donations and kind phone calls of support)

Something he also did to add a personal touch was add anyone who financially supported him to his “Stockholder’s Report”.  This letter was mailed out periodically to update those people on how his campaign was going and what they were working on.  This report also included a donation card and return envelope which helped him raise more funds from the same donors.  In the business world, this has often been discussed by saying that it is easier to sell to your existing customer base than go out and find new ones.

One thing that has impressed me when being out in the community with Zach is the fact that he introduces himself to everyone; coffee barista’s, servers at restaurants, people I’m walking with, etc.  He is always introducing himself.  To me that’s a tough thing to do, but when your goal is to get every vote you can, I think it’s an important self-confidence tactic.

So what do you think of his campaign tactics?  How will you apply them to your business?

Have we met?  If not, let’s grab coffee and share some tips!

His business, historically, has done the typical marketing push campaigns, whether it be giveaways at the Tin Caps, email blasts, billboards, etc.  What he hasn’t done yet is tell the story of the company and get out there in a leadership capacity to help promote his business.

As we met for an initial meeting about this topic a few weeks ago, I developed a game plan for figuring out how and what to get involved in.

Here is what I said:

First, we should look at what your primary target market demographic is (i.e. individuals, families, businesses, ages, business sizes, location in town, etc.)

Second, let’s explore what you’re passionate about (i.e. sports, food, animals, community, arts, government, etc.)

Third, which of those passions does your target demographic also get involved in?  At this step it will require some research and brainstorming (Google will help with this), to find out what types of things he should get involved in.

Fourth, how does Social Media tie in to all of this?  Instead of only blasting out sales messages, how do we engage potential customers and particularly in those targeted demographical interests to gain attention and some level of trust.

Fifth, reach out to those organizations, get involved.  Brainstorm things to tweet and post about on social media channels, etc. to display your message.

What do you think?  Have you ever gone through a process like this?  What would you change?  I’d love to hear your feedback.

Have we met?  If not, let’s grab coffee and share some tips!

So at last month’s Tweet Up at Cancer Services of Northeast Indiana, I met a really cool guy, Steve Kennedy of Brand1Promotions, who has started interviewing local folks about their business.  Let’s be honest, he’s even cooler now that he interviewed me!  What I find really slick about what he is doing, is he’s not talking about his business; he’s talking about other people’s business.  But, what you will find in the video below is that in the background is his company’s banner (and it’s actually a nice blanket that they make for clients).

Steve’s business is making promotional items, but his real kick is doing custom items for people.  Sure, he’ll do the stress balls, golf balls, brochures, etc., but he also works with his customers to brainstorm unique promotional items, like one he showed me that is a custom made duffle bag for people who go on trips through Africa’s wilderness.

So, what do you think?  Not a flashy commercial.  No direct advertising.  Raising brand awareness and adding value to our community.  Do you use YouTube?  Why or why not?

Here is a list of ways that I volunteer in the community:

Volunteer Lecturer – Junior Achievement
District Committee Finance Chair – Boy Scouts (Anthony Wayne Area Council)
Commissioner – Allen County Economic Development Commission
Executive Director – Indiana’s Green Network, Inc.
Money Matters Panelist – Money Magazine
Board member – IPFW Alumni Association
Member – IPFW Doermer School of Business Alumni Advisory Council

These are all organizations I care about and am passionate about.  They don’t take up a ton of my time, yet allow me to reach outside of my normal circle of influence and find new connections in the community, all the while giving back to Fort Wayne.

So, how do you get involved?

To start with, think of some things you like or care about.  Animals, kids, the environment, politics, economic development, the arts, downtown, your neighborhood.

Next, Google this topic with Fort Wayne in the search bar.  For example, I just Googled “animals Fort Wayne” and found Animal Care & Control, the Fort Wayne Children’s Zoo, HOPE for Animals, ACSPCA, and more.  I guarantee you that any of the fore mentioned organizations would love to have you volunteer, be on their board of directors, or chat with them about how you can help.  Get on their websites, email or call and ask how you can help.

photo credit: rikkis_refuge

Once you’re involved, you’ll meet influential people in the community that are also helping them, you’ll also likely meet the leaders of these organizations and other awesome people who are passionate about the same things you are.

What do you do with these new contacts?

It’s important not to give your sales pitch to these folks when meeting them for the first time.  Rather, develop a relationship.  You’ll see them regularly, so chat them up, and find out about them, eventually, they’ll ask about you.  From there, I’ll usually keep it light and invite them out for coffee for lunch.  As you can see from my previous posts, that’s where I like to really get to know people to find out how I can help them, whether it’s personally or professionally.  It works for me, but probably not for every industry.

Bonus Idea: If you provide a service or product you can discount, perhaps offer it up to the board or employees of the organization as a benefit of being part of the org.  Provide benefit to others and they will pay you back.  Some of my best clients have come as referrals from folks I helped and got nothing directly from.

Give it a shot and see how you can help your community and yourself all at the same time!

Where do you volunteer?  Have you had success in meeting new people as a result?

photo credit: Helga Weber

Relax; you’re not alone in feeling uncomfortable.  Even with as many events as I attend, I still feel uneasy when I first walk into a room.  Here’s how I mingle:

Step 1: When arriving inside the door, pause for a few seconds to scan the room.  Look for people who you already know or recognize and get a lay of the land.  If you already know someone and they are talking to someone you don’t know, approach that group first as it’s an easy way to get an introduction.

Step 2: Approach confidently, smile, and extend your hand for a good shaking.  If you don’t know the person, start with something simple like, “Hi, I’m [Insert Your Name Here]”.  Wait for them to come back with their name and then follow-up with, “What do you do for a living?”  This is an easy one because most people enjoy talking about themselves and this should give you a few minutes to relax while they chat on.

Step 3: Ask questions.  The more people talk about themselves, the better they will think the conversation went.  The more you find out about them, the better you can decide if this is someone you want to develop a relationship with further.

Step 4: Don’t talk to one person for too long.  At an event, your goal should be to meet lots of people.  After 5 to 10 minutes, extend your hand again, shake, and tell them it was nice to meet them.  Make sure to have a business card ready and exchange cards.

Step 5: Rinse, repeat

Bonus Step: Go back to your office after the event and look the new contact up on LinkedIn or shoot them an email and invite them out to coffee.  Reference the event in your message.  This is a great way to establish a relationship long after the party’s over.

Tips:

*Remember to bring your business cards

*If you drink alcohol, go easy and substitute a bottle of water or a pop for every other drink

*Be a good listener and make notes on the other persons business card, if appropriate

*If at first you don’t succeed, try, try again

How do you network?  Is it uncomfortable for you too?  Did I leave something out?  Let me know!

Why should you become a connector?

First of all, if you attempt to connect people to each other, they will see it as a value that you are providing and they will appreciate you trying to help.

Second, it provides the illusion that you know a lot of people (maybe I do) and therefore gives you a higher standing in your contacts mind as being someone of importance who knows influential decision makers.

photo credit: Andrew Feinberg

How to become a connector:

When you are first building your network, you may not think you know a lot of people, but you may also be surprised how many people you really do know.  In my industry, it is a common starting tool to brainstorm and list all of the contacts you have in the community, from friends of the family, former co-workers and former classmates, to non-profit and religious connections, etc.  This is a good exercise, because it puts down on paper all those people you know and helps you realize that you really do know a lot of people.  List where they work, what they’re involved in and what contact info you have for them (email, phone, Facebook, etc.)

Ask the question:

In almost every meeting I am in, I ask the question, “What types of folks are you looking for?” or “How can I help you?”  As a side note, you should also be prepared to specifically answer these questions yourself when asked (We’ll talk about that in a future blog post on how to get more referrals).  Once my new connection is done telling me who they are looking for, whether it is a certain industry segment or a certain demographic, I then try to think back to those people whom I respect in the community that fit that parameter that I can connect them with.  If I don’t know anyone, I’ll see if anyone else I know does.

Here’s a fun example of how this worked using Facebook.  Last week, a friend of mine sent me a message and asked, if I knew anyone who was hiring in the medical field.  I responded with a contact that I knew was doing some hiring in that segment, but I also posted the question on Facebook.  Within a few minutes I had several responses and throughout the next 24 hours had 4 or 5 solid leads for this person on places that were hiring, the hiring managers name and phone number.  Social media can be a great tool to help people even if you don’t know the answer right away.

The connection:

I prefer email.  I write an email to the referred with the subject line “Connection” and CC the person asking to be introduced.  I simply explain that this is a decent person in the community that I recently enjoyed meeting with and I think they will as well.  I usually include their contact info at the bottom of the email.  I don’t try to do the sales pitch for the new connection, as I don’t want to color their process too much, and let’s face it, that’s their job, not mine.  I merely provide the introduction.  After that, it’s up to the two of them to make it happen.

What do you think?

So that’s how it works and in exchange for being a connector, I get referred to lots of people.  I love it.  I help them, they help me, and everyone walks away with value.  Try it and let me know.  What do you think?  Are you a connector?  How do you do it differently?

At the time of writing this post, I have almost 4,000 friends on Facebook.

There are a couple of key things to consider with Facebook.  First of all, most people are on this site for personal and pleasure, not to do business.  We will discuss LinkedIn in another post, which I find to be much more business friendly.

The key to using all social media sites effectively, is to keep these three things in mind: Engage, Entertain and Inform.  You should strive to do as many of them as possible when posting/interacting on a social media site.

Here’s what I do:

·         Every morning, when I wake up, I log on to Facebook and wish my friends a happy birthday.  This is engaging.  In a given year, I will have interacted with each of my friends at least once.

·         Every day (usually several times per day), I scroll through the News Feed and comment on and like various posts from my friends.  This is also a form of engaging.  When I do this, I try to also entertain or inform depending on what their post is about.  I like to laugh, so I often try to write something funny.

·         If I see someone who is regularly commenting on the same News Feeds as I am, then I will add them as a friend, thus expanding my network and my reach.  There is a prominent social media expert in Fort Wayne, who doesn’t think you should “friend” people you don’t know.  His point is that you shouldn’t be a collector of connections.  I agree, to a point, but my strategy is to reach out to them for a one-on-one interaction after we connect, and this has worked very well for me in continuing to build my network in Fort Wayne.

·         Every new friend I make on Facebook, I invite out to coffee.  This is really the key for me in doing business.  A one-on-one, face-to-face interaction is my goal for each and every one of my Facebook friends.  If you are reading this right now and are a friend of mine on Facebook and we haven’t met in person, shoot me a message and let’s grab a cup of joe.  I am always trying to expand my network and this is the best way I have found to do so.

photo credit: visualpanic

Here’s what I did and why you shouldn’t do it:

·         When I first started my practice, I spent hours harvesting all of my Facebook friends’ info into an Excel spreadsheet and spammed them all with prospecting language to get them to do business with me.  I did get some business from this method, but I received several negative reactions to this approach, because, as I mentioned above, most people are on Facebook for leisure.  You have to be subtle, passive, and add value to their lives before you approach them for business.

I still want to have a reason to connect with new people, so I look for people who I have a lot of mutual friends with or someone I have been referred to by a current client.  I always try to include a personal message when “friending” someone, so they know why I’m adding them and, again, I try to invite them out for coffee.

How do you use Facebook to self-promote?

Throughout the course of this blog I will attempt to post tips, hints, tricks and ideas on how to promote yourself, your business, and hopefully achieve the level of success that you aspire to, whether it is fame, income, or to win a local election.

Each week I will bring you another idea and infuse into it my attempt at utilizing this technique to promote myself and my business.

To start with, I’d like to discuss what self-promotion actually is.  According to Wiktionary, self-promotion is bragging or otherwise attempting to make oneself appear greater.

I’d like to think self-promotion is not self-aggrandizing, but rather creating a brand and marketing you as a resource.  In other words, the goal is to get yourself out there to the greater population so that they come to you more often than you reaching out to them.

photo credit: jswieringa

We are all salespeople, whether it is selling ourselves as a great husband or wife because we went out of our way to clean the house before our spouse got home, or getting that special project done ahead of schedule so our boss will think highly of us.

I personally provide a service that benefits every single person out there.  The key for me is to self-promote and market myself in a way that makes it desirable for people to meet with me and hear how I can be of benefit to them.

Some of the topics I intend to cover include the use of various forms of social media, networking, your elevator pitch, email newsletters, use of print and radio media, local press, online directories, referrals, seminars, promotional items, and many more.