Lead Conversion is the Ultimate Measure of Success

DuctTapeMarketing.com
March 20, 2007

In this issue:

Resource #1 - The Lead Generation Machine
Resource #2 - Duct Tape Marketing the Book!
Main Article - Using Teleseminars to Build Your Business
Resource #3 - Referral Flood Power Groups - Now forming - limit 10
Resource #4 - Duct Tape Marketing Coaches
Free Magazine - Free subscription to B to B Magazine
Featured Reading - Getting Things Done - David Allen
Featured Listening - Undiscovered - James Morrison

I never want you to receive this newsletter unless you want it and find it valuable. If you no longer wish to receive it, scroll down to the bottom of the page and click on the unsubscribe link. Thanks

Want to participate in the Duct Tape Marketing Podcast?
I've started a listener question and comment line. All you do is call (214) 615-6505 ext 2357and record your toughest marketing questions or just comment on something you like or don't like. Each week I'll pick a question to feature live on the Duct Tape Marketing Podcast - this system allows me to feature your voice on the air - so sound smart already!

Add your articles to the Duct Tape Marketing Article Directory
Participate in the Duct Tape Marketing Forum

You can always view past newsletter issues here!

Featured Resource #1 - New Tool - The Lead Generation Machine

Could Your Business Stand a Consistent, Predictable, and Growing Flow of Highly Qualified Leads?

Introducing. . .

The Lead Generation Machine
Create a Non-Stop Flow of Highly Qualified Leads for Any Business - The Duct Tape Marketing Small Business Marketing Lead Generation Course

Now available as a self-study program including 3 workbooks and over 3 hours of audio training (includes transcripts)

Featured Resource #2

Duct Tape Marketing - The World's Most Practical Small Business Marketing Guide - foreword by Michael Gerber, author of the E-Myth, afterword by Guy Kawasaki, author of Art of the Start - Hardcover, 304 Pages, Nelson Business.

Check out the book

"I have read your book and I am impressed with the "hands on" approaches you use. Having taught marketing at the MBA level I appreciate your book for getting past the theoretical approaches that are so commonly used."

~ Thomas Lowther - Senior Director - American Institute of Architects

Featured Article

Using Teleseminars To Build Your Business

Holding educational workshops has always been a very good way to build business. The problem with this strategy though is that it has become increasingly difficult to get prospects to come to workshop type events. In addition, the cost of holding a physical event involving a room, refreshments and audio visual equipment, makes this type of event a sometimes risky venture.

Recently, businesses of all shapes and sizes are turning to seminars conducted by phone, or teleseminars, to easily present information to groups of prospects.

The teleseminar format, in which attendees simply dial in to a conference line to listen to a presentation, has much to offer the small business presenter and the attendee.

The cost to put on such an event can be fairly small and, for the attendee, the ability to dial in from anywhere, without the need to travel, can be very appealing. Many organizations find these benefits so appealing that they have come up with many uses for the teleseminar that reach beyond traditional sales efforts.

For example, use teleseminars to:

Present an ongoing series of topics

Demonstrate how to use a product

Conduct a training program

Hold group coaching sessions

Offer service tips to get more from a product

Conduct focus groups and research

Answer questions

Recruit employees

Have a plan

Like all marketing tactics the best way to employ a teleseminar component is to approach it systematically. The first step is to determine how you plan to use teleseminars in your business. It is best to take a bit of a long term approach as this tactic may take some time to build the momentum you need. If you want to use teleseminars as a way to promote your business and enhance your reputation as an expert, plan to stick with it for a period of at least six months, holding a new teleseminar each month.

Teleseminar system

Decide what technology platform you plan to use. You can find free and very low cost conference lines but, I would suggest that you look at one of the following options. If your teleseminar is an extension of your business then you need reliable, service oriented conferencing with features like automatic recording. You can conduct phone only conferences or phone and web demonstrations. Web demonstrations from services such as WebEx can add some very powerful presenting capabilities but do present some potential technology roadblocks for your users. The costs of these types of services vary depending upon your number of attendees.

Telephone based
Conference Calls Unlimited
Great Teleseminars

Web based
GoToMeeting and GoToWebinar
WebEx

Attendees

So, where do you go to get attendees? If you have your own mailing or email lists then start with this group. They know you and will be a good source to tap as you are getting your feet wet.

Without such a list you may need to look to industry lists, chamber lists or other purchased type list to run a direct mail campaign. Remember, the low cost feature of a teleseminar means you don’t really need many attendees to make it work.

Partners

Strategic partners can also be a great place to go to acquire attendees. An accountant might go to a law firm, or several law firms, and offer to conduct a free teleseminar for their clients. A construction attorney could go to a construction related trade group and offer to conduct a free teleseminar for their members.

Invite a potential referral partner to be a guest on your teleseminar and you can create a powerful promoter for your business.

Collect sign-ups

When you promote your teleseminar it’s best to require your attendees to sign-up. This way you have the data for future sessions and you can contact the attendee with reminders and follow-ups.

Encourage tell-a-friend

As you begin to promote your teleseminar make it easy for prospects to tell others about your session. Add a script to you web sign-up page and automate this process
JavaScript Example
PHP Script Example

Remind

Make sure that you use an autoresponder like AWeber to automatically send a sign-up confirmation and “day of event” reminders with the conference call-in information and access codes. GoToWebinar handles this for you.

Invite participation

One tactic that works very well and will help you when it comes time to create the content for your teleseminar is to encourage your attendees to ask a question about the topic prior to the event. You can do this in your confirmation email.

Don’t sell

When you present a teleseminar you must present good content. If you simply treat it as a sales pitch your attendees will be turned off. Even free sessions must be valuable if you expect people to take the time to listen.

Have a call to action

Even though you shouldn’t sell throughout your presentation, you should have an offer at the end. This can take the form of some other, more advanced, free information or evaluation or simply a special deal to act today. Don’t just hang up without a next step.

Get testimonials

One tactic that you may also wish to add is a call for testimonials. This can be very important as you start your teleseminar series and help build credible proof for future events. One thing you might do is offer a written transcript of the call to anyone who sends in their (glowing) feedback.

Archive the content

One of the biggest benefits of holding teleseminars is that they present a great platform for creating permanent content. You should record each session and create a method to archive and promote this content on an ongoing basis. You might want to consider turning the content into a podcast or create an entire CD collection. Transcribing your audio sessions through a service such as Cyberdictate - is another way to extend the content.

Get my teleseminar checklist

I have produced a mini teleseminar checklist that you may find useful in you planning. Get the checklist here

Related article - Podcasts Demystified

. ~ ~ ~

John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide published by Thomas Nelson.

He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting http://www.ducttapemarketing.com

You may reprint this article in its entirety if you attribute the article to John Jantsch and include the information about the author above.

Featured Resource #3 - Lead Generation Power Groups

Referral Flood Power Groups - "Coaching, Accountability and Feedback"

Now you can get the help you need to take your Referral Marketing efforts to unbelievable levels and generate a flood of new business. This is a very hands on, interactive program only open to 10 business owners. Participants will work with me to create a complete referral marketing system. The four week program includes a copy of Referral Flood along with homework, feedback and the accountability of a coaching group.

The next group is forming now: - Meeting dates are Tuesdays - March 27th, Apr 03rd, 10th, and 17th all at Noon Central Time (10PST, 11MST, 1EST, GMT-6) - Enroll now

Duct Tape Coaches - Duct Tape Marketing Authorized Coaches - coming to a town near you (already spanning the USA, UK, AU and Canada!)

If you like what you read on the Duct Tape Marketing web site and newsletter you might want to see if there is a Duct Tape Marketing Authorized coach that can help you take your business to the next level. Find a Coach

Think you might want to become a Duct Tape Marketing Authorized Coach? - Find out more here

Next Training Intensive April 19-20 2007

To become a coach Email John Jantsch or call 866-DUC-TAPE (382-8273) and visit Duct Tape Marketing Coach to get details and listen to an audio overview.

Featured Reading

Getting Things Done - David Allen

David Allen's mega best selling book, Getting Things Done, has spawned an entire industry of productivity products, but in a recent interview I conducted on the Duct Tape Marketing podcast he shares his vision and beliefs about goal setting and productivity.

His straightforward philosophy for managing the work and mental stress of juggling all the information we must juggle makes you realize that it's not about some tool or planner, it's about what you choose to focus on - the Getting Things Done mindset.

Small business owners have a serious drag on their mental RAM all day long. Getting Things Done is as much about reducing stress as it is about checking things off your list.

Merlin Mann's 43 Folders, one of my favorites, has visited the Getting Things Done topic over the years too.

Featured Listening

Undiscovered - James Morrison

Morrison gets lots of hype as the leader of the second coming of the British invasion. I don't know about that but he's got a great Stevie Wonder meets Van Morrison quality to his voice and the songs just seem to get stuck in your head.

Featured Resource #1
The Duct Tape Marketing Small Business Marketing System

This complete small business marketing program contains 15 workbooks, 12 audios CDs - packaged in a Duct Tape Marketing 3 ring binder. This is the same tool I use to coach my clients. Find out more.

Featured Resource - The Duct Tape Marketing Workshops - Does Your Group Need a Practical Small Business Marketing Speaker?

I am available to present small business marketing workshops, seminars and keynotes to groups and associations.

Find out more here

Featured Resource #3 -
Referral Flood - How to generate a flood of new business without spending one dime on advertising

The complete referral marketing system with over 50 real world referral tactics, examples and forms. Order now!

Resource - Get Local Search Engine Traffic

Don’t Let Your Small Business Get Left Behind in the Local Search Engine Game

Get your local business found online automatically by local prospects with a Duct Tape Marketing Local Search Engine profile. One of the best ways to get your business found in your town by local prospects. More

Featured Resource #4 - Blog Lightning - How To Create and Promote Your Blog In A Flash

Drawing from my experience creating blogs, including my award winning Duct Tape Marketing Blog, I have launched a complete step-by-step guide that takes you by the hand and shows you exactly what to do to instantly create and promote a successful blog for your business.

You also get 14 video screencast tutorials that allow you to watch over my shoulder as I actually do the steps I outline in the system - It does not get any easier than this! - Order Blog Lightning

Request Your Free Magazine

BtoB Magazine Delivers timely editorial on all disciplines of business - to - business

PR Week - Hurry this one won't last - this is the bible for PR related issues

Duct Tape Marketing Podcast

Tune in each week as I interview some of the brightest business experts, authors and entrepreneurs. Subscribe and get the Duct Tape Marketing Podcast delivered to your iPod or other mp3 player.

Named by Fast Company as a must listen to podcast

Listen Now!