I am Marketing Self-taught

I started with a Blog, but after a While, It didn’t Grow & Remained Stable at 7,000 Viewers

Thesis: We Love to Worry about the Wrong Things

         Admiration – Authority – Respect

We Sometimes Forget that Other People Forget Who We Are

They have a Tendency to “Put You in a Box” of their Own Description

What Solution to Their Problems Di You Bring

Ambiguity will Frustrate Your Audience

Must be Clear and Never Confuse Them

Speak in a Compelling and Engaging Way

Thing of Your Audience as a “Ship Lost in the Fog” – They Need a Lighthouse to Guide Them     to the Harbor

If You Want to Move the Audience, You Must Shine a Bright Light to Illuminate the Path to

Their Goal

Become a Symbol of Their Goal, or at Least a Path to It

The Method is to Speak as the “Real Me” Speaking to a Friend

         Include a Statement that “I am not Perfect, but I can Help”

The Problem is: How Do I Do That?

The Five-Level Strategy

Level I. Look and Feel of Site

-        Chose One Signature Font that will be Used Through-out the Site (Such as Laura)

-        Use an Unchanging Set of Colors

-        Use Consistent Imagery

-        Use One Simple Brand, such as a Logo

-        Use Your Own Name

Level II. Stay Personal

-        Write as If You are Writing to One Person (a Friend)

-        Use Tagging and Liquid, or Send Different Wording in Two Distinct E-Mails to Avoid Incongruities; for example, People Who have Read Your Books from Those who Have Not or are Just Interested in Learning More

-        Tell Unforgettable Stories

-        Don’t Talk Technical

-        Keep Re-Introducing Yourself

-        Give Names to What You Do to Make The Categories Memorable

Level III. Be Consent-Based

-        Always Respect How and Why You have the Right to Contact Them

-        Treat People as If They have Goals/Projects of Their Own – and You are Trying to Help Them Fulfill Those Goals

-        Always Keep in Mind Their Wants from Their Needs

-        It’s not about Bothering Them – They Asked to be Contacted

-        Don’t Offer Them What They Don’t Need

-        Reticence is Not Helpful

-        Remain Empathetic – Always Allow They to Opt Out

-        Busy People Need Repetition; Saying Something Once is not Saying It at All, but Saying It the Same Way Every Time becomes Onerous

-        Always be There for Them

-        The Goal: Calmness of Being – Slowly Develop the Relationship

-        You are – at the Same Time – Entertainment, Satisfaction and Community

Level IV. Intense Listening (Your Real Focus in Your Communication)

-        Using This for Self-Evaluation is an Error

-        What Does Your Audience Say about Themselves – This is MANDATORY

-        Use Questionnaires to Guide Your Path Forward

o   Ask What is Important in Their Life About Their Life

-        How Does Your Audience Describe Their Own Dilemma

o   Why have They Come to You to Help Solve their Needs/Wants/Desires

o   Their Needs are Psychographic, not Demographic

This is What You Need to Cover in Your E-Mails

-        Consider Creating an Avatar to Enliven their Needs, Yearnings, Longing, Desires

-        Respect that They Have Shared Something Precious with You

-        Their Answers Build Up a Picture of Your Audience

-        Be Focused on Two Things

o   Their Needs

o   Who You Are

-        Pay Attention the What Motivates Your Audience

-        Sincerity is the Primary Key

-        Often Their Answers will Seem Basic to You

o   Their Problems are More Basic that You Anticipated

o   Solve Their Problems, not the Advanced Problems You Anticipated (known as the Expert Fallacy)

o   The Simple Answers are What They Want

Level V. Believe What You Say

-        Stress the Moral Reason for What You’re Doing

-        Always Talk Yourself into Being Yourself – Remain True to Who You Are

o   Don’t Fall into the Trap of Becoming Someone/Something Else

-        Always Tell them “Why”