I tell my direct marketing clients to create Expert Proof Materials (usually books, but sometimes DVDs or CDs) and have them on hand to use as business cards. Didn’t follow my own advice today. Met a young lady today in a coffee shop to talk about teaching her clients – other entrepreneurs. Took a book – all cool, right? Nope. Turns out the coffee shop owner was one of her clients, and also wanted a book. I blew over an hour getting a book ready to ship, finding an open post office, and spending at least $5 on postage and gas. Keep a stack of EPM in your car, kids!
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Circle of Three P’s: Self Promotion & Digital Media
In the course of working with many of my clients, I help them produce Expert Proof Materials – EPM for short. These could be books, DVDs, online instructional courses, or almost anything else. Regardless of the end product, there’s a system to producing them. Well, a cycle actually.
A Better Chance At Getting Found By The Media
1) Write timely posts that contribute to current discussions and tag them with appropriate keywords.
2) Make it easy for the media to contact you personally by publishing your web address, email and phone number.
3) Update you social media accounts on a regular basis. Either that, or close them.
4) Have and express an opinion. It’s easier for media – and potential clients – to decide they want to work with you.
The Expertise Tree
Very much like the tree falling in the forest, if you have expertise and no one knows it, are you an expert?
Inverting The Sales Process
By becoming a RecEx, and producing Expert Proof Materials (EPM), our main aim is helping our clients to invert the typical sales process – or at least pave the sales path to make it smooth going.
What is the stereotypical sales process? The first and most basic version is the lone salesman, out trudging the road and knocking on doors. If Ms. Prospect has just a few minutes, we can introduce her to a product or service that will – ah, another door closed in our face. We trudge to the next door and try again.
Be Super Human
