Archive for February, 2011


Learn Marketing From Story Books

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Hundreds of business books hit bookshelves each year. Chances are, you’ve read some of them and were able to glean at least one golden nugget from each.

While ongoing education is absolutely essential to your success, sometimes the best business lessons can be learned from books that you’d least expect. Maybe these books are even sitting on your shelf right now ready to dispel incredibly words of wisdom.

The first glimpse of a “non-business book actually being a business book” idea came from Melissa’s husband Gary. Back in his finance days, he miserably sat every morning in a freezing cold conference room shifting uncomfortably in his suit waiting for the dreaded morning meeting, where they would give excuses to why they couldn’t close the 200 people on the list the day before and hear some pumped up nonsense message (think Boiler Room – if you’ve ever seen the movie).

The sales manager walks in one morning and whips out the book Green Eggs and Ham by Dr. Seuss. Gary was shocked and looked around at the 25 ‘suits’ sitting at the conference table with him. Every single one of them was staring at this book, wondering if the manager had made some mistake and accidentally swiped the book from his kid’s backpack.

Turns out, he actually meant to bring that book. And it was a lesson none of those guys would forget.

Think about it. Sam I Am is probably the best salesperson EVER. He is hell-bent on selling those damn green eggs and ham, offering them in every possible way (In a box? With a fox?)

Finally this skeptical customer decides to try the green eggs and ham after Sam I Am demonstrates patience and persistence, and not allowing the various rejections to sway him from closing the deal.

We loved this lesson, and decided to try out this book and the sales message with someone else. Unfortunately, we don’t think she was quite in our target market. What do you think?

After Gary shared his child storybook wisdom with us, we decided to test out this methodology with another book – He’s Just Not that Into You. Melissa actually blogged about this topic last year, drawing a comparison between the book and handling rejection from the media.

The best lesson we found within this book is how to build better working relationships. In business, you shouldn’t try to please everyone. Some relationships are not meant to be, whether it’s a partner or even a client. You might not have the right capabilities, or the client may have expectations beyond what their budget will allow. It comes down to compatibility, so it’s important to learn who your ideal client is up front and market to them specifically (hint: we teach how to work with clients you’ll adore in our program.)

Because we were having so much fun with this research project, we decided to also teach this lesson to our little Brooke. We’re not sure she quite retained the information as we intended…

Finally, because we are both HUGE fans of the TV show How I Met Your Mother, we picked up Barney’s Playbook – a hysterical account of how to pick up chicks with various “plays.” LEGEND – wait for it – DARY.

This same format can actually be used to perfect your 30-second pitch. Or, rather, the answer you give when someone asks “what do you do?” It’s like the ultimate pick-up line for customers.

Instead of stammering through an answer and shoving your sweaty palms in your pocket, you can plan your “pick up” lines ahead of time. Before you know it, you’ll be closing the deal every day (pun definitely intended).

Melissa’s neighbor decided to check it out… Turns out, he had something different in mind….

So, what are your favorite business/non-business books? Post them here in the comments below and lets all build our must-have reading list!

To help share some of the amazing things that have worked with us in building incredible PR and Marketing strategies and systems to create fame, Melissa and I will be hosting a teleseminar called, “10 Tips To Become A Celebrity In Your Industry”

If you want to tune in, it will be held this Thursday, 3/2/11 at 2pm ET

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(One more thing… if you, like us, couldn’t remember the end of Green Eggs & Ham, you can watch this and see… and you’ll find out what Brooke REALLY thought of the book, when we stopped trying to make it into a business lesson… 😉 )

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3 Magic Ingredients

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There are, essentially, 3 magic ingredients to make any marketing strategy work (well, to make most things work, really)…

The three steps include:

1. Setting a Goal
2. Creating an Action Plan
3. Finding an Accountability Partner

Want to know more?

Each of these is outlined in detail in a brand new video on the Boost Your Fame Factor site. So click here and take a peak!

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Bummed Out By Your Business

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Some of you know that over the past few years, I have been on a journey that has taken me from building my online jewelry businesses to building this business as a marketing strategist and visionary and social media expert. Much of what I share is what I learned in the trenches in my own businesses – what works and what doesn’t.

What I haven’t always talked about is the ‘darker’ side of that journey – when I felt kind of lost, uninspired and unmotivated – generally totally bummed out by my business, even when things were going well.

When I was trying to figure out where my passion ran deepest and what and who I most wanted to be in the world, there were moments when all I wanted was to kick my business to the curb and start serving coffee at Starbucks! (It’s really fun to serve people legal stimulants… they’re happy, you’re happy, it’s just great all around!)

So, this week I want to share a video with you. One that I worked on with a fabulous woman, who just happens to be one of the best and brightest PR experts I’ve ever come across, Melissa Cassera.

She has been a big part of my most recent experience of falling back in love with my business. We’ve been working together on a super secret project, which has been more fun for me than Disney is for a 5 year old.

And, today I wanted to share a sneak peak at some of the goofy fun we’ve had as we’ve been developing our project.

Tee Hee! We had SO much fun making this!! Hope it gave you a few giggles!

And, as you’ve probably guessed from the video – the new program is called Boost Your Fame Factor. We’re gearing up to create some incredible success for a lucky few that join us. If you want to stay in the loop and learn more as we reveal all the details, sign up here, and you won’t miss a thing.

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Sell People What They Want

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… Then You Can Give Them What They Need…

To help them get what they want.

People don’t always want what they need… but if what they need will get them what they want, and you can help them get there, it’s your responsibility to give them both.

The key though, is that you make sure that you lead with what they want, throughout your marketing and sales efforts.

Human psychology works in interesting ways, and it is much wiser to work WITH the way the human mind works, than it is to go against it… and you’ll end up with MUCH better results.

Let’s take a look at one of the biggest industries in the world and see how it plays out, and hopefully you’ll understand what I mean.

Consider Weight Loss

What is it that people really want when they want or need to lose weight?

I know what I want… I want to feel better about myself, I want to look better, I want to fit into my clothes, I want to feel better physically… and I want it to be easy. I don’t want to have to follow a lot of rules. I don’t want to limit what I eat too much.

In other words, I want my cake and I want to eat it too (and right there you have the crux of the problem)…

Now, in order to interest someone like me in a weight loss or health improvement program, you need to help me understand the benefits of what I am going to receive (what I want). That is what you should be focusing on as you develop your sales materials and processes.

It’s not necessary for you to give all the details about how the program works, in fact, the details will often turn someone like me off and I’ll go find some other option that doesn’t seem as difficult or complicated.

So, if you focus on sharing with me what results I’ll get from the program, and have some assurances that it won’t be too hard (preferably in the form of real, honest and believable testimonials, but we can talk about that another time), I’ll consider what you are offering and may decide to buy.

Once you have your client engaged in your process, you can then deliver what it is that they really need. They need support, they need information, they need understanding and accountability. And, you can give your client those things in ways that might not have enticed them to buy to begin with, but will give them what they need to get the results they really want.

So, you need to help someone understand where they are, the pain that they are in and the benefits of the goal or dream they want to achieve.

You sell them on what they want, and then it is your responsibility to deliver what they want – and generally that will happen through what they ‘need’, even if it wasn’t a part of your offer or sales presentation initially.

We get to what we want through what we need, but when we are making that emotional decision to buy, we don’t want to think about the ‘needs’ part – so keep that in mind as you work on your sales pitch and marketing and promotional materials.

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