These days, one of the only people whose emails I read regularly is marketing legend Dean Jackson.
Dean has this folksy, cheerful, teddy bear public persona.
He talks slowly and patiently, like he’s your friend, with his arm around your shoulder.
He makes everything into an accessible analogy — “would you like a cookie,” “vending machine vs. slot machine,” “more cheese, less whiskers.”
Dean’s public persona masks the fact that the man is really the fountain of dozens of innovative marketing ideas that have become so widespread online that we don’t even think somebody had to invent them. But somebody did, and that person was Dean.
Anyways, I noticed something in a recent Dean email. Says Dean:
“On Wednesday, at Noon ET, I’m doing a live Book Titles Workshop & Q&A call.”
That might not seem remarkable unless you know one of Dean’s businesses is 90 Minute Books, where they interview you over 90 minutes and then turn that into a book you can use for lead gen.
So how does Dean’s Book Titles Workshop fit in?
Simple.
First, it gets the right people to raise their hands, so they can be identified, tagged, and followed up with. (Dean’s audience is small, brick-and-mortar biz owners, and the workshop is for the few among them who are thinking about having a book.)
Second, to those who actually show up, the workshop gives a small but meaningful win.
With Dean’s help, those people will walk away with a book title, something they can see, feel, hold, treasure, cherish, and talk to others about.
Of course, they still don’t have the book. After they have the book title, Dean’s service is the natural next step.
This is worth doing yourself.
You might have a big service or an expensive offer.
A proven strategy to sell that is to do what Dean is doing.
Help people take the very first step, however tiny, towards the big outcome you ultimately provide.
For one thing, it will help you identify leads. For another, it will give the people who take the first step a quick win, a feeling of inspiration, and momentum they will want to keep.
Let me apply this lesson myself.
The most important part of your marketing message is the promise you make. That’s equally true whether you’re selling a service, coaching, a course, or yourself as a person of trust and influence.
Based on my 1-1 work with dozens of online business owners, I can tell you that most business owners DO NOT DO A GOOD JOB with the core promise they are making in their marketing.
Next Tuesday, at 8pm CET/2pm EST/11am PST, I will hold a Core Promise Workshop and Q&A call.
It’s free & you can Register Here.
I’ll share the most important parts of:
* What makes a good promise
* The importance of being clear over clever
* Choosing a promise that sounds credible
And we’ll end with a Q&A session to answer your Core Promise questions.
Don’t forget to register so I can send you the details.
See you there.