"How To" Conference for Small, Minority and Disadvantaged Businesses
August 17, 2009 by Gail · Leave a Comment
If you’re…
How "Outrageous" Can You Get?
August 16, 2009 by Gail · 3 Comments
Earlier this week I attended an event that featured Bill Glazer of Glazer-Kennedy Insider Circle as a speaker and, boy, am I glad I did!
Mr. Glazer is one of the most successful marketing gurus in the world. He’s teamed with the legendary Dan Kennedy to provide advice to small businesses all over the country, in every industry imaginable, and the opportunity to hear him speak locally was a rare treat.
Glazer’s very insightful presentation included a discussion of what he introduced as the seven steps to successful selling. In a nutshell, they are…
1. Sell to someone differently. Glazer suggested that business owners expand their borders and stated that the Internet makes this very easy to do. He also encouraged people to find a niche, and emphasized the fact that advertising yourself as a specialist usually allows you to charge more for your work.
2. Sell differently. He said that you have to make it OK for people to purchase what you have. The government’s recent “Cash for Clunkers” program is a good example of this principle at work. Suddenly, it was OK to purchase cars again.
3. Sell something different. The point is to be responsive to your market and adjust what you offer to fit what people want to buy.
4. Create more value. In tough economic times like these, businesses need to be especially aware of their need to give more for less and make customers feel as if they’re getting a great deal.
5. Have a strategic status. This helpful tip suggests that you position yourself as an authority, an expert — and not wait for anyone to do that for you. For example, there as a woman in the audience who sold real estate. By following this tip, she would quickly assume the title of “the best woman real estate agent in her county.” “Don’t wait for others to give you the status”, explained Glazer, “just take it!”
6. Association. Zig Ziglar said that if you hang around nine dead, broke people, you’re soon likely to be the tenth one. Glazer expanded this thought to emphasize how very important it is to associate only with people who support your vision and challenge you to grow.
7. Develop a of Good Direct Response Marketing System. “Everybody’s bored and overwhelmed,” said Glazer. Therefore, according to Glazer, our marketing materials should be “outrageous” if they are to get the attention we’re after.
In addition to these seven tips, Glazer provided additional insights and encouragement and as one of the 100+ entrepreneurs in the room, I can honestly say that attending this presentation was time well spent.
If you ever have an opportunity to hear Bill Glazer speak, I encourage you to do so. In the meanwhile, you may want to get a copy of his latest book, “Outrageous Advertising that’s Outrageously Successful.” Just look for a cover with a man wearing a straight jacket and a crazy expression on his face and that will be it!
How’s that for outrageous? LOL!
