How to get the most out of your consultation!
BEFORE THE MEETING
1) Set an appointment.
We can meet at your place or mine, or in a quiet restaurant. No matter where we meet, we must be undistracted from visitors and calls. I will turn off my cellphone so I can concentrate 100% on you.
2) Invite the right people.
The “right” people are owners of the business and anyone who cares about the success of your company. Plus, you could invite anyone connected with your marketing and advertising.
3) Write down your questions.
What are you most pressing marketing questions? What is on your mind? What worries you the most? Why do you think your marketing stinks?
4) Gather your marketing materials.
If you would like us to critique your marketing materials, bring printed hard copies for me–--something we can write on and mark up. You can bring your brochures, e-mails, newspaper ads, Facebook posts, fliers, TV ads, postcards, etc.
5) Clear your mind.
Forget everything you have ever learned or believed about marketing and advertising. Be prepared to take a different view about your business, especially your marketing and advertising.
DURING THE MEETING
6) Record the meeting.
Yes, you can record our conversation. Or, if you want, we can do a conference call and you can record it. I am like a fire hydrant hose of marketing know-how, I talk fast, and a lot of ideas come spewing out. You can record me and re-listen to the wisdom gushing out.
7) Be thick-skinned.
You are hiring me to improve your marketing, right? I will not be a yes-man. Do not be insensitive to criticism. I am not attacking you. My only goal is to help you make more money.
8) Be open-minded.
Be willing to consider new ideas. Be unprejudiced. The definition of insanity is “doing the same thing over and over again and expecting different results.” If your mind is already shut to “different” ways of doing things, do not waste your time or money on this one-time marketing makeover.
9) Ask me questions.
This meeting is informal. This meeting may take different directions, depending on your questions.
10) Let me ask questions.
Let’s play doctor-patient. You are the patient; I am the “doctor” of marketing. Let's explore different paths together. I will diagnose and prescribe.
AFTER THE MEETING
12) Learn, apply, and believe.
I call it “LAB” method of marketing.
During our meeting, you will LEARN many proven, money-making concepts. Then, after the meeting, I hope you will APPLY what you have learned. Finally, after you have learned and applied, you will BELIEVE in these methods. But do not take our word for it…put these ideas to your own test.
13) Do not pooh-pooh any ideas until you have given them a shot.
You may think some of the ideas we talk about will not apply in your business…just because nobody in your industry has ever tried the ideas. Or you may have tried them in the past, and they did not work. Do not dismiss an idea as being foolish or impractical until you give it a try. Sometimes a new angle is all that is needed between success and failure.
14) Start with the low-hanging ideas first.
The low-hanging ideas are those that can be done quickly without a lot of cost. Of course, you want everything you do to be effective. But there are things you can do right now to improve your marketing results.
15) Test an idea. Measure the results.
Every marketing activity should be measurable. Do not judge an idea on its beauty. Let the public decide if it is a good idea or not. The public never lies.
16) Watch your business grow.