Archives for August 2011

Saturate The Right Crowd

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This is Marketing 101, but something we often need a reminder of:

When I was 21, I had one of 800 franchises with the world’s largest house painting company, College Pro Painters.  My territory was 90,000 people and I was enthusiastic about marketing my services to all of them!  But in order to hit my target profit, I only needed to paint 150 out of the 35,000 houses in Sudbury.

I learned my first lesson in marketing: it’s less about marketing to everyone and more about marketing to those who will most likely buy from me.

I was taught to describe my clients first so I could figure out how to spot them and know where they lived. I figured out the type of clients I wanted lived on curvy streets, with brass kick plates on their doors.  They had manicured lawns, and drove BMWs and Volvos and their houses needed painting.

I became so focused on marketing to this group that if prospects called from areas outside of my target market, I didn’t take the work. Some might balk at turning away a customer, but I was focused on building my name and brand in my target market, (not to mention keeping my down time costs lower). Rather than be just another painter, I was molding College Pro Painters into the painting company of choice for a very specific market, and counting on the profitability from being so hyper-focused.  I have helped several different companies focus their marketing efforts like this, and it always pays off.

Your target demographics should be so crystal clear that it defines everything you do as an organization.

Ad Hoc Mentors

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When I meet people at meetings and conferences I take note of who is sharp and possibly how they could be of help to me in the future. I also make a note regarding their specific strengths on the back of their business card.

I’ll make sure to enter their contact information into my computer and write the word ‘mentor’ and also jot down a few key areas where they are strong, like, ‘mentor marketing,’ ‘YPO,’  ‘employee engagement,’ etc..  The idea behind building this database is to not only accumulate names, but to build relationships with them over time so I can turn to them for mentoring when I need it.  I have a friend who calls his list of contacts his ‘MBA’: Mentor Board of Advisors.

I’ve never been smart enough to know how to figure stuff out. I have, however, been wise enough to connect with the really smart people and do what they tell me. In addition to the lists I’ve built in my contacts on my laptop, I’ve also built lists of connections on Facebook, LinkedIn and Twitter, and reach out to those people often. You don’t need a formal board of advisors for yourself, just a long list of people you’ve met over the years who you can start calling on.  Start your list now.

“I don’t have all the answers – just all the questions.” – quote from a Fortune 500 CEO, but I forget who!

Recession Tip: Be Super Cheap

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My grandparents were cheap—they were Scottish so they can blame their heritage (copper wire was invented by a Scottish guy who was trying to stretch a penny) – and they taught me to make do and reuse far before it was trendy to do so.  I learned from them at an early age how to bootstrap.

That “be cheap” mentality carried over to my marketing and operation strategies.  Paying for advertising just seems wrong.  It seems like too much of a risk.  And until I’ve tried everything else that I know will work, I just won’t take the chance on marketing that might work.

“Be cheap bootstrapping” also carried over into getting marketing done for my companies.  I’ve hired actors, and instead of giving them money for a photo shoot, I gave them a load of junk removal for free.  We hired another actor when we were very small and gave him $200 cash for unlimited use of his photo.  It ended up being on hundreds of thousands of pieces. Other companies would have paid $5,000 for this kind of work, but we got him to take $200. We just hired a good-looking, young guy who fit our brand. It didn’t hurt that we found someone I’d known since they were 12.

I’ve had TV ads produced, and every actor we used was a friend of the company who did it for no money.  And I have clients in Berlin who are now buying TV advertising and paying a percentage of revenues that it generates to the television station.  They refused to pay a fixed price and convinced the TV station that if the ads were “really going to work,” then the TV station could share in the risk and the potential gains.

Here is one of the biggest secrets ever: every magazine, newspaper, TV and radio station will barter for their advertising space.  Even bloggers will trade space for something they want. The key is for you to find something you have that is of value to them.  Give them some of your products or services in exchange for an equal or greater amount of credit, gift certificates, and so on. There are also plenty of websites around like CrowdSpring where you can get creative work done by dozens of people, and yet you only have to pay the person whose work you love best.

Make a game out of it:  See how cost conscious you can get without compromising your operation.

And if you’re seeing my Ads all over the internet – don’t assume I’m spending very much money – I just found super cheap ways to attract people so more companies would show my DVDs to their employees too.

pic Business Week

How To Pitch To Land Free Press

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52bPitching The Writer
When you’re pitching your angle to the writer, you should have at least two or three options ready to go. That way, if they don’t like the first angle, or you can’t reposition it to fit their needs, you can sell them on a second or third story while you’ve got them on the phone.
Prior to pitching the story, you need to do this basic prep:
1.    Come up with a catchy title like, “An Entrepreneurial Resource You Keep In Your Back Pocket.”  Exercise caution, though: you’re not writing the actual title for them-you’re coming up with a headline to catch the writer’s attention so you can pitch your angle. Writing the story is their job.
2.    For each angle/title, you need to have four or five key bullets prepared to help the writer craft a story. For example, if I was trying to get a writer to write a story about the cost savings of hiring a management consultant (like me), I would be sure to include these five points:
  • Entrepreneurs & their teams have access to Cameron monthly
  • They get access to his skills at 1/10th the cost of hiring him full-time.
  • They get access to him whenever they need – just like having him in their back pocket
  • They aren’t locked in to expensive contracts
  • They don’t have the office space, equipment, HR, and insurance costs of a full-time employee.
3. Think of 5 key bullets about your company that you will mention to the media every time you interact, regardless of the story angle you’re pitching. For example:
  • Cameron Herold has clients on three continents
  • Cameron Herold has done speaking events in 18 countries
  • Cameron coaches entrepreneurs monthly
  • Cameron was the COO for 1-800-GOT-JUNK?, growing the company from $2 million to $106 million in six years
Once you have three story angles and five key bullets about your company, you should feel relaxed and confident about calling the media. You already know what to say, and listening is easy. Free PR is easy to get once you know how to pitch your angles.
For more information on this topic, check out: Generating Free PR.

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Meetings Suck: Turning One Of The Most Loathed Elements Of Business Into One Of The Most Valuable

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We all know that meetings suck, right?

You hear it all the time. It’s the one thing that almost everyone in business can agree on.

Except it’s not actually true… 

Meetings don’t suck.

We just suck at running meetings.   

When done right, meetings not only work, they make people and companies better.

In Meetings Suck, world renowned business expert and growth guru Cameron Herold teaches you how to use focused, time effective meetings to help you and your company soar.

This book shows you immediately actionable, step-by-step systems that ensure that you and everyone in your organization improves your meetings, right away.

In the process, you’ll turn meetings that suck into meetings that work. 

In life, we always hear about people who’ve made huge decisions from their gut – without data.Today, I want you to make a decision, not only from your gut, but also from some data.  A decision that is only $12 per employee but will be priceless for your business.

Right now, your gut is telling you something is wrong with your company’s meetings.  You KNOW everyone complains about meetings.

People HATE going to them, they HATE running them, and they really have NO idea which meetings are truly necessary but they hold meetings simply because they think that is what they SHOULD do.

Even some of the smartest CEOs in the world complain about meetings – Elon Musk publicly told employees at Tesla & SpaceX to walk out of meetings if they weren’t being run properly.

I sent Elon a message saying that wasn’t going to fix anything – the key is to fix the root of the problem – NOT continue to ignore why meetings suck.

A Meeting is – Any phone call, video call or occasion where 2 or more people meet to discuss or work-through office topics.

Most employees on average spend 1-2 hours per day in meetings.

And likely, none of those employees – front-line staff or leaders – have had any training on how to attend meetings or participate in them, LET ALONE How to RUN THEM.

Consider this…

If the Average employee spends just 1 Hour per day in meetings – that’s 1/8th of their time.

If the Average employee earns $50,000 per year.

And they’re spending 1/8th of their time in meetings, that means you’re paying $6,250 dollars per year for just ONE employee to attend meetings.

The reality is, employees spend 1/8th of their time – and 1/8th of your company’s payroll – doing something they have literally NO idea how to do.

The Reality is…

95% of employees are booking & leading meetings – and they have NEVER been trained on how to run them.

95% of employees have had NO training on how to show up and participate in the meetings they attend daily.

And 95% of employees and companies have no idea what meetings are even necessary to hold.

Meetings CAN be hugely effective – IF you know how to run them

Meetings don’t SUCK, we just SUCK at running meetings. 

Investing $15 per employee – to help ensure the $50,000 a year you spend on them is an obvious and easy choice.

This could be the most impactful $15 you’ll ever spend and will save the company’s money, time and resources instantly.

Buying a copy of Meetings Suck for 100% of your employees and having them read it this month will have a huge impact on your company’s success.

book-5

Free PR: How To Get Chased By The Press Without Hiring A PR Firm

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Public relations has always been an essential part of doing business which is probably why you’re shelling out big money to an outside PR firm. But the truth is that you don’t need them. You already have all the necessary tools in-house to do as good a job as the so-called experts. 

Cameron Herold and Adrian Salamunovic have taught thousands of company execs how to exploit free media coverage and ditch these expensive, often ineffective outsiders. 

Cameron & Adrian have also built in-house PR teams, spent decades learning how to generate Free PR and how to leverage public relations to complement their sales and marketing strategy. 

In Free PR, you’ll learn how the media world operates while you gain invaluable insider knowledge and actionable advice on how to: 

  • Build your own in-house PR team
  • Provide effective interviews
  • Score great media coverage for free with just a few easy steps 

Landing public relations coverage for yourself and your company is a powerful tool to help elevate your personal brand. PR is easier to generate than marketing, PR is easier to leverage than marketing and PR is more cost effective than marketing. In other words, Public Relations is more critical than ever in growing your brand and your business. 

You’ve got more passion, commitment, a larger stake, and a deeper understanding of your business than any outside PR firm could ever have. So stop wasting money and take the reins yourself.  Learn the secrets to landing TONS of Free PR for your company.

What they’re saying:

“I think PR is the core for promoting any business. Public relations acquires customers! That’s what’s cool about this book.”

– Kevin O’Leary,  Shark on ABC’s Shark Tank

“The ultimate guidebook for those looking to get press, grow their brand, and get in front of the masses. Free PR is the roadmap you’ve been looking for.”

– Peter Shankman, Founder, Help a Reporter Out (HARO)

“Adrian and Cameron will show you the secrets of getting massive exposure for your business. This book is packed with actionable insights from two guys that actually know how to to do it.”

– Dan Martell,  Serial Entrepreneur & Investor (Intercom.io, Unbounce)

“I told Cameron to write the book on generating free PR. I’m excited to see that he’s finally sharing his secrets with the world. This is a must read for any entrepreneurial company and marketing team.”

– Verne Harnish, Founder of Entrepreneurs’ Organization (EO) and author of Scaling Up (Rockefeller Habits 2.0)

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Vivid Vision: A Remarkable Tool For Aligning Your Business Around a Shared Vision of the Future

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Many corporations have slick, flashy mission statements that ultimately do little to motivate employees and less to impress customers, investors, and partners. 

But there is a way to share your excitement for the future of your company in a clear, compelling, and powerful way and entrepreneur and business growth expert Cameron Herold can show you how. 

Vivid Vision is a revolutionary tool that will help owners, CEOs, and senior managers create inspirational, detailed, and actionable three-year mission statements for their companies. In this easy-to-follow guide, Herold walks organization leaders through the simple steps to creating their own Vivid Vision, from brainstorming to sharing the ideas to using the document to drive progress in the years to come. 

By focusing on mapping out how you see your company looking and feeling in every category of business, without getting bogged down by data and numbers or how it will happen, Vivid Vision creates a holistic road map to success that will get all of your teammates passionate about the big picture. 

Your company is your dream, one that you want to share with your staff, clients, and stakeholders. Vivid Vision is the tool you need to make that dream a reality.

miracle-morning

The Miracle Morning for
Entrepreneurs: Elevate Your SELF to
Elevate Your BUSINESS

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READY FOR EXPLOSIVE GROWTH AS AN ENTREPRENEUR AND ACCELERATED SUCCESS IN THE REST OF YOUR LIFE?

A step-by-step guide to enjoying the roller-coaster ride of growth — while getting the most out of life as an entrepreneur. A growth-focused approach: The book is divided into three sections, which cover planning for fast growth, building a company for fast growth, and leading for fast growth. Each topic the author covers — from creating a vision for the company’s future to learning how to generate free PR for a developing company — is squarely focused on the end goal: doubling the size of the entrepreneur’s company in three years or less. A down-to-earth action plan: Herold’s experienced-based advice never gets bogged down in generalities or theory. Instead, he offers a wealth of practical tips, including: How to design meetings for maximum efficiency; How to hire top-quality talent; How to grow in particularly tough markets; How to put together a board of advisors — even for a smaller company; How even the busy entrepreneur can achieve a work/life balance.

READY FOR EXPLOSIVE GROWTH AS AN ENTREPRENEUR AND ACCELERATED SUCCESS IN THE REST OF YOUR LIFE?

Hal Elrod’sThe Miracle Morning has helped redefine the mornings and the lives of millions of readers since 2012. Since then, careers have been launched, goals have been met, and dreams have been realized, all through the power of the Miracle Morning’s six Life S.A.V.E.R.S.

THESE SIX DAILY PRACTICES WILL FUEL YOUR EFFORTS TO CREATE AND SUSTAIN POSITIVE CHANGE IN YOUR LIFE.

Now The Miracle Morning for Entrepreneurs brings you these principles in a whole new light—alongside the Entrepreneurial Elevation Principles and the Entrepreneur’s Elevation Skills. These are essential skills that you need to create a successful business and personal life. Cameron Herold— Bestselling Author and a widely-respected expert on entrepreneurial mindset—brings his wisdom and insight to you using Hal Elrod’s powerful Miracle Morning framework.

DEVELOP A VISION FOR YOUR BUSINESS, AND BECOME THE INFLUENTIAL AND INSPIRING LEADER YOU WERE ALWAYS MEANT TO BE.

The principles and skills you’ll find in this book will help you to channel your passion and achieve balance in a remarkable new way. – Learn why mornings matter more than you think – Learn how to master your own self-leadership and accelerate your personal development – Learn how to manage your energy—physical, mental, and emotional – Learn how to implement Hal Elrod’s invaluable Life S.A.V.E.R.S. in your daily routine – And much more… You’re already an entrepreneur. Now discover how to take your success to the next level by first taking yourself to the next level. The Miracle Morning for Entrepreneurs is your roadmap to masterfully building an empire with a powerful vision, utilizing your areas of personal genius, with the right team at your side.

Start giving your business and your life the very best opportunities for success, right now.

double-double

Double Double: How To Double Your Revenue And Profit In 3 Years Or Less​

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A step-by-step guide to enjoying the roller-coaster ride of growth — while getting the most out of life as an entrepreneur. A growth-focused approach: The book is divided into three sections, which cover planning for fast growth, building a company for fast growth, and leading for fast growth. Each topic the author covers — from creating a vision for the company’s future to learning how to generate free PR for a developing company — is squarely focused on the end goal: doubling the size of the entrepreneur’s company in three years or less. A down-to-earth action plan: Herold’s experienced-based advice never gets bogged down in generalities or theory. Instead, he offers a wealth of practical tips, including: How to design meetings for maximum efficiency; How to hire top-quality talent; How to grow in particularly tough markets; How to put together a board of advisors — even for a smaller company; How even the busy entrepreneur can achieve a work/life balance.