I don’t usually get into these areas but I must admit I’m intrigued by Ali Brown’s next free call:

“Higher Power: Creating Success With Grace and Ease”

Learn more about what Ali will be sharing and all
the details about the call when you click this link here.

Yes, I’m a compensated affiliate…but you have to admit: this call is unique! I will be listening myself.

Next Tuesday: FREE call.

A question was posted on LinkedIn: What are your recommendations on hiring a coach to go to the next level?

Here’s what I responded:

(1) Not all players are great coaches. Just because someone has earned a lot of money doesn’t mean s/he can coach.  And a so-so player can be a great coach. In basketball, both Geno Auriemma and Pat Summitt were not great players but they’re among the top in women’s college hoops.

And don’t be fooled by a glitzy presentation. I just listened to a slick teleseminar from a successful business coach – who shared a great deal of outdated, inaccurate information.

(2) Make sure you have some traction in the marketplace. Coaches rarely take you from zero to 60, Generally if you haven’t identified a niche and established at least a minimal connection, a “big name” coach won’t help.  For instance, one big name coach shared the fast success of her client “Amy.” However, on one call, she mentioned, “Amy was hustling and starting to get results. We just tweaked her sales presentation and she soared.”

One coach promises to work with mentees to “create products.” However, after you join, you realize he expects you to have the idea for a product. He’ll help you decide if there’s a market. If there’s no market for your product you are back to square one.

(3) Find out how much contact you will have with the coach. Some coaches refer you to their “trained coaches.”

(4) When hiring a coach be sure to factor in additional costs. You’ll probably be advised to do a website makeover, get more graphics, and maybe even do some travel to high-priced resorts. (If you are a woman that means clothes, nails and hair, too!)

(5) Find out what you’ll be asked to do. For example, one coach encourages everyone to create info products and set up membership sites. Another demands attendnce at LOTS of networking events. Others insist that you travel to attend group events.

(6) Don’t assume there’s a gateway to magic. I once got a call from someone who had attended a $10K weekend. She got nothing but a new wad of credit card debt.

(7) Make sure you have a clear, written contract that spells out the terms.   If you sign up for 30 days, you may get email support only between calls – i.e., 2 week a month.

It’s hard to find out who’s really got the goods. Most of us share specific info with our own clients, after we’ve gotten to trust them. So you have to hire someone and get to know them (or engage in a jv or make another connection)  to get inside info.

I’ve got a reasonably priced ebook with even more info: Check it out here.

My own clients sometimes ask if they should consider one of the elite Platinum mentoring program – the kind that goes for as much as $20,000 a year. Some even go for $100,000 a year.

When I work with clients and get to know them I can often recommend specific programs and advise against other types of programs. Generally here’s what I would say:

First, come up with a business idea you are passionate about. You can apply certain tests to see if it’s likely to bring you money. For example, does this idea lead to repeat purchases? Is the market easy to find? Are you a good fit for the market? For instance, I would have a hard time selling a beauty care product or presenting myself as a fashion expert. I could write copy for a fashion book … if somebody else wrote it!

Second, get some traction. If you are a coach or consultant, get a few clients. You don’t need a website. You just need to reach out and find people who will hire you. I don’t recommend offering free coaching. You can offer a discount, but I’ve found that prospects who grab a discounted offer will be quite different from clients who truly value what you have to offer.

If you have trouble getting some traction, you’ll need to do some soul-searching. Maybe you’re offering something the market doesn’t want. Maybe you don’t have a marketing mindset. Don’t spend a lot of money just yet. Choose a coach for just one or two calls and spend less than $500. If you see an improvement, try another round with this coach, to be sure it’s not a fluke. I’m obviously biased but my own Laser Makeover program will make sense for you at this stage, if you offer professional services.

Third, once you get some traction, you will realize what you need. If your business model is based on selling information products, you will need copywriting. If you have a coaching business, you need client attraction methods and a professional website.

Finally, when you know you’ve got a market that will buy what you offer, you are in a position to take advantage of larger-scale mentoring programs. Remember that these progams will give a lot – but will demand a lot in return. To earn multiple 6-figure incomes, you will need to hire a bevy of assistants. You may need to create live events. You will almost certainly need to develop a package that’s a “Big Back End.” Before you sign up, ask directly about what you are expected to do. For example, if you can’t imagine yourself putting on a big event, you will have to get outside your comfort zone in a big way (and that’s not impossible). Or you may need to seek a new mentor.

Recently I checked out a promotional video message by “Tom,” someone I admire and respect. He was promoting a new workshop series and he made some hard-hitting, straight-talking points. I was blown away by his forceful marketing. His message was along the lines of “You owe it to yourself…” but much, much stronger. I felt that he read my mind. Maybe I should sign up for this programs?

A few days later I was checking out Facebook contacts, when I came across “Sandra’s” website. She offered a replay of a recent call promoting her new workshop series. Her content was superb and her delivery was solid and professional…until she came to the promotional piece. You know..that part where we stop giving you info and start telling you why you need to buy the workshop. We all do it. If you need the product, you’ll benefit. If not, take notes: you’ll learn a lot about sales.

Sandra’s promotion had a familiar ring. Sure enough, her promotion pitch was nearly identical to Tom’s. And as a matter of fact, they both had testimonials from a high-powered marketing coach who’s quickly achieved guru status. I bet I can guess where they learned what to say.

That’s why copywriting will never go out of style. Your own message will promote your services authentically. Whether you study copywriting or hire a copywriter, your own message will stand out. An experienced copywriter can help you create your unique message and craft words and phrases that ring true. When your prospects realize they’re hearing a canned proposition – maybe even word for word like someone else’s – they might wonder if you’ll be able to create new, authentic solutions for their challenges. At the very least, you’ve now got a credibility issue…and you probably paid a guru big bucks to get it.

And that’s why I enjoy creating one-of-a-kind content solutions for service business owners! Check out my services here.

“If you don’t do X, you’ll never succeed.” Sounds like an online marketing rule, right?

Here are some examples:

You MUST be a featured speaker at events in your town.

You MUST attend at least one marketing event each year.

You MUST make cold calls.

You MUST have a strong brand.

You MUST have a professional website.

You MUST send a CD to your subscribers.

You MUST have a video on your website.

You MUST go to a specific event or sign up with a specific program.

Get the idea? If you break this rule, your business will be toast. You’ll get ashes in your stocking when Santa come.

The truth is, you may need at least some of those things. But there’s rarely ONE big thing that makes the difference between success and failure, except maybe your mindset, which I will discuss on future posts.

Which rules work for you? Ask these two questions:

First, what are YOUR own strengths? What marketing activities make you want to gag?

I know that I will do almost anything that involves writing. I will also do almost anything to avoid cold calls. So it won’t make sense for me to hire a mentor who will coach me to make cold  calls. We’ll end up hating each other.

If you find yourself resisting a specific  suggestion, you may need to find another guide. If you resist a LOT of suggestions, ask yourself these questions:

What are you willing to do to promote your business?  List everything: speaking, investing in software, hiring help, writing blog posts…

Then build your business around these strengths.

If you absolutely HATE to do something but it’s essential to your business, you may be able to delegate.   I offer a full range of “Get It Done” marketing services for clients who are too busy for the DIY approach…or maybe they just don’t want to be bothered. No need to feel guilty: you can’t do everything.

If you LOVE doing something and want to get better, you can almost always find a coach or training program. Alternatively you can hire someone to do the things you hate to do. Many of us hire bookkeepers and I don’t know any serious business owner who doesn’t have a tax preparer. But you may decide you don’t want to invest energy learning copywriting or HTML.

When do you give up and outsource and when do you invest in learning? That’s a judgment call. Some people get blocked just trying to decide what to do.  If you’d like to draw on my experience to get past these blocks,  sign up for a fast 30-minute straight-talking consultation.

Second, what are your limits – things you can’t do, realistically, whether you want to or not?

Some business models require you to travel extensively. You may have family obligations or you may just hate to travel.

Additionally, there’s a problem that nobody talks about: your live marketing will vary depending on where you live. Here in Seattle, I just don’t have the speaking opportunities that some of my counterparts enjoy in other cities. We don’t have a Learning Annex. We used to have a community learning center that was very similar. A couple of speaking venues actually closed due to lack of interest.

I talk to people who live in small towns. They often can’t find a single prospect for their businesses unless they drive for 3 or 4 hours. Some of them compensate by traveling to live events. Others find ways to create income streams from the Internet.

You may have to adjust your business model to fit  your reality. For instance, I know someone who made an early decision about her business. She will never attend a live conference or a networking event. She never meets anyone face to face. She sells information products on the Internet. Does she work hard? Absolutely – but she focuses on keyword research and very targeted information products. Her model might not work with a service, although I suspect she could start a coaching program based on her own highly visible success.

If you like the information products model, I recommend signing up for Alexis Dawes’s book, Reach Desperate Buyers.com
Don’t be fooled by the sales letter, which looks about 100 years old. I use this Report for all aspects of my business – products and services – and I actually get thankyou notes from people who buy it. It’s fully guaranteed.

If you’d like to talk about setting up your business to fit your own strengths and make your own rules, you can use my current niche building program and we will adapt it for you.

When you work with a copywriter on your website content, you soon realize that some words and phrases will be more productive than others. Some phrases will actually drive prospects away. For example:

“Discover” communicates excitement and adventure; “learn” suggests work.

“How to” headlines have always been effective, but some copywriters say that a “How you can easily do x…” will deliver even stronger results in some markets.

Choosing words and phrases to describe business decisions will be even more critical. (It’s like copywriting for your own business planning.) A long time ago, I banned the word “expensive” from my vocabulary.  I might say, “I choose not to spend $100 – or $10,000 – on this purchase.” But “expensive” drains my energy.

For example, I’m getting lots of compliments on my new caricature logo. At first I hesitated to invest in this simple drawing. But it made more sense than trying for the ninetieth time to get a decent photo of me without the dog.

The *value* of this small drawing? Off the chart.

Recently I removed another phrase after listening to Pamela Bruner, a business coach who operates mostly under the radar. Pamela urges us to stop saying, “I’ll think about it.”

My first reaction was, “I need to think about it.” But experimenting with alternatives led to, “What does my business really need?” Much more powerful.

Mentor Danger #1 The Time Lapse Photograph

“Here’s how I built my business…” using techniques that made sense 10 years ago but not now.

Mentor Danger #2: “Here’s how this client grew her business”… and I didn’t tell you that I presented her to my list of 40,000 people with a strong recommendation. I hosted a teleseminar where she was a featured guest. No, I won’t do that for you…but you can do everything else she did and you’ll share her success.

Mentor Danger #3: “Everyone I know who’s making money is doing  X.” There’s very little you “have” to do.  I know successful people who do NOT

• use google adwords advertising
• travel to conferences
• maintain an ezine
• engage in social marketing
• send out articles regularly

… and more. I don’t know anyone who doesn’t do at least one or two of those five things. But there are no mandated “have to…” When someone says “must,” I’d run to the nearest exit.

Learn more at the forthcoming Workshop: http://www.OnlineClientAttractionBlueprint.com

Do you agree? What’s been your own mentoring experience?

Last weekend I attended Armand Morin’s Big Seminar. It was stimulating and energizing. Naturally, all the speakers were pitching products. (If you think you get pitched on my ezines and teleseminars, just wait till you come to a live seminar. It’s like being bombarded with brainwashing messages, one after the other.)

When you get hit with a lot of pitches, here’s what I recommend.

First, take notes. Was the speaker effective? If so, take notes on the structure as well as content. If not, analyze the reasons.

Second, talk to people who have actually worked with this mentor. Ask two important questions. Did you get results? And WHEN did you work with this mentor?

In my experience, most mentors have a sweet spot – the ideal time to connect with them. Too early in their careers? They don’t know enough. Too late? They’re formulaic. They offer less personal attention. And sometimes their message is outdated.

I actually thought about buying one coaching program I’ll call Mega-Mentor. The speaker was good and the results seemed promising. Most important, someone I knew and respected said, “I took this program and it turned my life around.” Wow!

But then I had to ask, “When did you take Mega-Mentor?”

The answer was, “Five years ago.”

Great.  I decided to pass. As it turned out, I met someone who had signed up for the program just one year ago. Her response was totally different. “Just another series of webinars,” she said. “Cookie-cutter answers to questions. I got my money back.”

Now don’t get me wrong. Some people certainly go on for years, reinventing themselves and growing. But there’s a natural loss of energy as the program goes on. Entrepreneurs like to keep looking for something new.

One problem: At top events like Big Seminar, you don’t see people on stage till they’ve accomplished a lot. The founder of Mega-Mentor began by selling a coaching program at Learning Annex in Los Angeles. At that level, he didn’t have a staff of coaches to do the hands-on work while he took off for vacations (or speaking engagements to sell even more programs). He delivered seminars by phone, not by webinar. And he had time to answer every question himself. My friend was very, very lucky to work with him then.

By the time you reach the success levels required to present at a Big Seminar (including The Big Seminar), you can’t afford that much hands-on contact. You have staff. And no matter how hard you try, you won’t bring the same freshness and enthusiasm to the process.

Currently my favorite mentor is Armand Morin: http://www.MakeWebsiteSales.com

Learn more about choosing a mentor: http://www.copy-cat-copywriting.com/mentorbk.html

I will be alking about mentors in my winter class, starting December 1. http://WebsiteMakeoverPro.com

Comment about your own mentor experience:

Clients often ask me to help write scripts to develop teleseminars that sell. Recently I listened to a teleseminar by a Famous Name. Half a dozen people recommended this call. I was psyched.But after listening I vowed I would never buy from this person.

Here’s how the call went. It’s not unique. I”ve heard DOZENS of teleseminars that follow the formula.

Beefore the call:

Resolve you will offer just ONE call, one time. No replay. No recording. Who cares if your listener has surgery that day? Who cares if her browser hiccups in the middle of your most important point?

First 10 minutes:

Greet old friends on the call. Talk about how happy you are to be here and how many people are listening. Your script should include lines like, “We had to add extra lines so all of you could call in.

Next 20 minutes:

Share your hard luck story. Talk about your hardscrabble childhood, your days of scrounging for money to pay the electric bill. Was your house repossessed? Were you sleeping in your car? Was your computer taken away so you had to use the equipment at Kinko’s? Go for it.

Then fast forward to where you are now. Talk about your great life: your cars, houses, boats and vacations. Talk about how you work an hour a day and spend the rest of the day enjoying your life.

Next 20 minutes: Talk about the problems your clients are having.  They’re poor. They’ve never sold anything  for more than $20. Quote testimonials like, “With just a few steps that I’ll show you later, I doubled my income in two weeks.” Sometimes they quote numbers: “You took my business from a measly little five figures to half a million…” Be careful to refer to “steps” but don’t whisper about what those steps might be.

Final minutes: Talk about how much you will help your audience. “Imagine just for a moment how different your business will look. Just think about having a step-by-step guide to reach your goal. Wouldn’t this be powerful? What would this look like to you? Look at what people are saying about me. Imagine you could get the same results. What is it costing you to stay where you are? If you’re not willing to take a chance and make this investment, why are you in business?”

Close with a special offer.”This call was designed to transform your mindset. You can begin to do things, just from this call.”

Do a final check: Did you give your audiences any valuable take-aways? Give them info they can use immediately? Then you’ve failed.

[OK, I give calls and I offer specials too.]

Awhile back,  someone recommended that I check out Armand Morin’s mentoring program. I must admit I hesitated, I’ve been through so many programs. Here’s what I’ve experienced:

• Mentors who repeated the same formula over and over
• Mentors who provided classes but didn’t get into my questions
• Mentors who knew less than I did (they had huge names, not huge stores of knowledge)

and even

Mentors who insulted their mentees and showed off their egos.

I am still very skeptical of mentoring programs. But I find myself staying with this program because it has one feature I haven’t found anywhere else. Once a month, Armand Morin hosts a conference, “Ask Armand Anything.” And you can. He’s on target about 98% of the tie. The other 2% probably are questions that shouldn’t be asked.

At first I asked questions just to get involved. Now I store them up! Over the months I’ve gotten answers to questions like:

• what to put on a business card
• what to do with a product that needs a price change
• how to turn an e-course into a selling tool

On the other days of the month, Armand gives other calls on specialized topics, such as blogs. He also critiques web pages where we get to look over his shoulder.

That’s just the Silver program. I promised myself I’d wait a year before getting to the Gold. But I may do it earlier.

Armand says it’s the best kept secret on the Internet and  would tend to agree. Armand isn’t humble but he always has been polite and respectful. Go here to learn more.

I don’t recommend this program for beginners. If you are a beginner I would go with Jeanette Cates. No glamor and a whole different style. She makes a ton  of money on the Internet. And she follows Armand Morin.