Marketing Seminar to beat the Credit Crunch!

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On Tuesday November 18th at 6.30pm I am offering a free marketing seminar covering the 12 most practical ideas I know of to market your company during this slowdown.

There is no catch – the seminar is free and lasts for about 1 and a half hour.  The first 10 people on the night will also be offered the chance to have a free one month trial of the Marketing Mentor programme -again no catch.

The seminar takes place in Leicesteshire and at the moment we have people traveling from London, Watford, Derby, Birmingham, Leicester, Nottinghjam and Northampton to see this new marketing seminar. If you want to claim one of the few remaining places, please have a look at the seminar page of this site for details and then e-mail how many places (up to 3) that you would like to claim.

This marketing seminar on how to market during the difficult times we are facing will give you plenty of practical ideas to take away and use straight away.

Marketing Mentoring – Feedback from memebers

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Rebecca Silvester, The Quest Institute

Rebecca Silvester, The Quest Institute

 

‘Having built up a training consultancy business over the past eight years with no business background I’ve learnt as I’ve gone along, and of course made some mistakes.

I was introduced to the marketing mentor programme one evening with Alastair. He held a free seminar, which was very useful in itself, and made me want to know more. I signed up for the programme based on just that evening and have been very pleased I did.

We met, as a small group of around ten business owners, for a days training on a comprehensive list of marketing musts. We were then invited to take part in regular conference calls regarding one of the topics originally discussed and deal in depth with live current issues from our own business. I get to hear Alistair’s expert advice as well as ideas and suggestions from my group. We learn from each other and motivate, all from the comfort of my own desk!

THIS was no mistake…. I’d recommend to anyone who wants to focus, with a little help from others, on important aspects of marketing.’

Thank you to Rebecca from The Quest Institute www.questintitute.co.uk for her recent feedback for the Marketing Mentor programme. Rebecca has only been on the programme for just over 2 months and has already reported some good results to me.  Call 01858 44 55 43 to find out how to claim your first month’s membership for free.

Marketing Mentoring on Internet Marketing

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Marketing Mentor monthly phone session

Marketing Mentor monthly phone session

On Wednesday afternoon I ran the monthly telephone conference session of the Marketing Mentor programme – but this was was different from the norm.  For the first time I co-hosted the call with sombody.  Steve Hawkins from web design company wwwcCagedfish.co.uk joined me.  I have worked with several times in the past and found their company to create some very impressive results.  They also know a huge amount about how to optimise a site for search engines. He has been mentorong me on internet marketing for a while so I thought it would be best if we shared this months session.  Which I’m pleased to say seemed to work really well.

Thanks Steve for all your input.  I’ve already had (less that 24 hours later) feedback on how well it worked for 3 of the people listening in and the results they have achived.

Call 01858 44 55 43 for details of how to obtain a one month free subscriotion to the marketing mentor programme.

Marketing Mentoring Ideas for Coping with Recesion

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How to Get More Referrals, Attract New Clients &

Decrease Costs During a Recession

I came across this article on success.bz which was written by Joanne Black.  ALthough it’s clearly written for the American market, it has some useful Marketing and mantoring ideas for small business owners in the UK or for that matter anywhere in the world.

Have your phones stopped ringing yet? The economy is lagging and dragging. We’ve felt the effects in the United States. Now we’re seeing global implications.

So, how do you tackle economic uncertainty?

Cut advertising, travel, training, marketing, and discretionary expense line items? Cut purchasing? Ouch!

The pipeline starts to dry up and the anxiety level goes through the roof. Many people think that since there’s nothing they can do, they should just do nothing. But “nothing” is futile thinking.

What If You Could Reach Your Market Without Incurring Any Hard Costs?

The only budget you need to worry about is your simply your time… your time to ask for referrals!

You know about referrals. When a qualified prospect is referred to us, we get a new client typically between 70 and 90 percent of the time. Additionally, we are pre-sold. Our selling time decreases. Credibility increases. And, we ace out the competition.

There is no other business-development process that can claim these results. Results are the only thing that matters. And, now you will be able to achieve results simply by implementing the following 8 “Killer” strategies.

8 “Killer Steps” to Attracting New Business in a Lagging Economy

1. Broaden Your Perspective

What business are you in? Redefine and reinvent yourself. Determine how you can create a leap in demand for your products and services. Build new alliances and consider alternate distribution channels. Don’t go solo. It’s important to assemble a group of advisors and get their input and creative ideas. Include people who have differing points of view from you. Not easy, but critical.

2. Be Nimble and Innovative

You’ll never have all the facts. Make quick decisions. Be fearless and make tough choices. Create new uses for your products. Why not a new business model?

3. Dazzle Your Current Customers

Your current customers need care and feeding. Don’t ignore them at the expense of new business, because they are your best source for new business.

4. Prioritize Wisely

The most important activity for any salesperson is to do what’s “closest to cash” the first thing every single day-whether it’s following up with a prospect, writing a proposal, or closing a deal.

5. Become an Expert

Companies hire experts because they can’t afford to make mistakes. Position your company as the expert with a specific product or in a specific market niche. Become an expert and people will be more likely to refer you.

6. Stay Connected

If you want to get more referrals you have to network like crazy. Attend a minimum of one event a week. You never know who you will meet and what you will learn. Never let your network go down. Networking is an essential referral marketing activity. So go make connections and build your business.

Talk to people and find out how you can help them. How is their business doing? Are they impacted by the lagging economy? How? Don’t email, call. You make connections by talking to people and by spending the time to have a robust conversation.

7. Don’t Cut Prices, Increase Value

There’s a lot of chatter about cutting prices in a lagging economy. Many small business owners think businesses are cutting back, so prospects don’t have money for their projects. But, by cutting prices, you’re cutting your profits even further. Instead, consider how to “get in and get started.” Divide your offering into smaller chunks, get results, and create traction. Or, give more value. When you offer high-value products and services, people will refer you and you will get more sales, even in a recession economy.

8. Commit to Building Your Referral Business

Referrals are always terrific, but they mean even more in a lagging economy. Don’t let the lagging economy trickle down on you. Take charge and make your phone ring again! Let your prospects know how much you care about them. Tell and show just how much you appreciate their business. Inform them that you’d like to help people just like them. And, don’t forget to thank your prospects and clients for their referral.

Follow these tips and you will get more referrals. You will attract new business. You will get more clients. You will accelerate your sales. And, you will achieve higher results without increasing your cost of sales. In fact, there’s a great chance that you will decrease your costs!

Visit Joanne’s website at http://www.nomorecoldcalling.com/ for more of her ideas.

Marketing Mentoring – Marketing Course

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marketing mentor oening seminar

marketing mentor opening seminar

The Marketing Mentor programme is a monthly series of conference calls to give mentoring advice plus monthly calls with marketing mentoring covering ‘open’ sessions. Not forgetting the marketing seminar at the start of the programme.  The open sessions cover whatever people on the course want to – not just the subjects covered duringthe normal monthly sesions. 

The idea is to open up the call to discuss anything that the caller is interested in.  The result is that everybody on the call benifits from real life solutions to real life marketing problems.  Several people on the course say that this alone is worth the monthly fee – but of course there is a great deal more.

Marketing Mentor – Marketing in the Credit Crunch

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Marketing and Marketing Mentoring is never more important than during difficult times.  Research clearly shows that when times get tought, marketing it even more important to your business.  I was speaking to Sir Eric Peacock on Friday afternoon.  We both agreed that there are interesting times ahead that are filled with oppertunities galore.  We are both very busy at the moment and he told me about several important deals he has done. “There are lots of brilliant oppertunities to gorw market share” he said.  I couldn’t agree more.

The key to make the most of it is to do the right type of marketing and I cover this ins a new free seminar and free tips booklet – details of both are on this website. 

Make no mistake the coming years will bring disaster to some and great weath to others.  Decide which is going to apply to you and if you want to make your marketing support you in your decision – get yourself a marketing mentor to help you from only £40 a month.

Sir Eric Peacock thinks there are golden oppertunities ahead

Sir Eric Peacock thinks there are golden oppertunities ahead

Marketing Seminar

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rapportautumn08lisabutcher1

Lisa Butcher talks about the Quest Institute

Lisa Butcher talks about the Quest Institute

When I was running a recent marketing seminar I was aksed how easy is it to get decent media coverage and PR for a small company.  Surely, they asked, only a large comapny can get any decent coverage.

I totally disagreed and said that small companies can get good PR coverage if the can tell an interesting story.  The most recent example of this is our clients The Quest Institute who attended the Marketing Mentor seminar in September.  One of their clients Lisa Butcher is on the cover of Rapport Magazine this month with a 2 page sorry about them on the inside.  They emply just 4 staff but are brilliant at what they do.  

They are also in this month Running Fitness magazine and have recently appeared in Zest as well as on BBC Radio and several other publications.  It has nothing to do with the size of the company – it is to do with how interesting and relevent the story is to the publication.

Other people who have experianced the marketing mentoring offered in the marketing Mentor programme can tell a similar tale.

Marketing Mentor – wins award!

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I’m delighted to say that during the last evening presentation of the free marketing seminar I held at Hothorpe Hall, Leicestershire, I was presented with an award. 

It came from ‘The best of’ organisation and the award was for best community business.  I have been doing some PR work for local organisations recently including work for a campaign to bring back a cinema to market Harborough and was niminated as a result of my unpaid work along with 6 other companies.  I’m delighted to say that I won with over 50% of the vote.

Thank you to everybody who voted for the Ideal Marketing Company as ‘Best Business’ in the area. 

Award winning presentation at Marketing Seminar

Award winning presentation at Marketing Seminar

Marketing Seminars – Hemel Hempstead November 6th

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I am delighted to say that I have been asked to present my new seminar ‘12 Proven Marketing Ideas to Help your Business Weather the Economic Storm’ at workhotel in Hemel Hempstead.

This will be a Breakfast Seminar running from 07:45 on Thursday, 6th November 2008 (Finishes 09:30 – 10:00) at workhotel, 575-599 Maxted Road, Hemel Hempstead, HP2 7DX see www.workhotel.com

Many businesses are feeling some of the painful affects of the credit crunch. As a topic at the top of most people’s agenda Alastair Campbell, in cooperation with workhotel, is hosting a seminar to give you some insight in how to weather this economic storm and come out of it with your business intact.

This will be a valuable networking opportunity, so why not invite a colleague to join you?

£10 per person, including a continental breakfast, coffee, tea and orange juice.

To book your place just call 0844 255 5555 with your credit or debit card details or email jenny.woolford@workhotel.com and a member of our team will contact you to confirm your booking.

I think that this will be a useful event to prepare your marketing for what is to come in 2009. If you are in Hemel Hempstead, St. Albans or surround areas this Marketing Seminar book out the morning of Nevember 6th and join us.

Marketing Mentor – Develop a ‘Gold Medal’ Mentality

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Trevor Picture

Olympic Champions a case of mind over matter?

The body is a marvellous thing and the lengths to which it can be pushed never fail to amaze me. The sportsmen and women who will be competing in Bejing next month have spent years of their lives in prepation for an event which lasts only sixteen days. These elite athelets may only have a few moments to achieve their ultimate goal of Olympic victory and in these tense seconds it is the power of the mind that will really make the difference.

So what are the ingredients that combine to make an Olympic champion? Undoubtedly the hours they spend practising and honing their skills. Obviously genetics, dedication and physical prowess also play a vital part. But ask any champion and they will tell you that it is the proper mental preparation that separates bronze from gold.

As a cognitive hypnotherapist, I deal in the realities our brains create in response to a range of situations. In simple terms, I work out why one person acts a particular way in a specific situation, whilst another responds in a completely different way. So what enables Justin Gatlin (2004 Olympic 100 metre sprint champion) to storm away from the blocks whilst others are slow off the mark? It is only by uncovering the pattern behind the behaviour that it is possible to help effect real change.

As a cognitive hypnotherapist, I deal in the realities our brains create in response to situations that occur around us. In simple terms, I work out why one person runs away from a dog someone else is happily stroking, why someone can speak up confidently in some situations and feel a complete fool in others, and why one person can kick accurately anywhere, anytime, and another can’t. By uncovering the pattern behind the behaviour I use the most effective method to assist them in changing.

Sport is full of examples of highly skilled people who are let down by their mental processes. One most recent example is that of John Terry who missed a crucial penalty in the European Cup Final. It seems inconceivable that someone earning what he does for being able to kick a ball should miss something that most 12 years olds could score from. So, what went wrong? I suggest it was his mind, not his eyes or his feet, that let him down. And we’ve seen it many times before, with the likes of Tim Henman, Jana Novotna (unkindly dubbed the lady from Chokeoslovakia), Greg Norman and any England football player called to take a penalty. So what goes on? What turns a superb athlete into a choker? And what can be done about it?

In any situation your brain (in simplistic terms, your unconscious thought) is working out the likely consequences of the actions you could take, it then selects the one most likely to bring you the result it believes is most beneficial to you. This is your brain. Your unconscious works using a simple, reflexive form of thinking; its fast but can sometimes be wildly inaccurate. If the calculation the brain makes of your future is negative it will release chemicals into your body that were originally intended to protect you from sabre-toothed tigers. They increase your heart rate, your respiration, stop digestion and, if strong enough, shut down those parts of our brain responsible for logical, considered thinking.

This puts you into a state best described as a trance. Not one that will get you to dance like a chicken, but one that will cause you to sky the ball over the cross bar, or forget your name in an interview. Anyone who’s ever felt ‘hijacked’ at such moments will know what I’m describing, a loss of feeling in control truly, strong emotions make us stupid. It’s this fight or flight response that causes someone to run from a friendly dog, shake in front of an interview panel, or fluff a shot at match point, all because our brain looks at the present situation and calculates the likely consequence. As you stand ready to make your serve, do you foresee an ace, or the laughter of your friends as you hit yourself on the head? As you stand to make a sales pitch do you foresee an enthusiastic reception, or a mass of shaking heads?

Context is highly significant: you could be cool as a cucumber serving for the championship at Wimbledon, but a nervous wreck afterwards at the prospect of speaking at the press conference. This is because the meaning of the present situation you’re in (whether it’s good or bad), and its anticipated outcome is based on calculations the brain makes based on your past.

For example, if a young child trips over at the school play they will feel disoriented by the surprise and will look around her for what it should mean. If she spots her parents looking supportive and encouraging she might interpret the crowd’s laughter as something positive, shake herself down, and carry on happily. If they look disapproving or embarrassed then she’s likely to interpret the laughter as being humiliating and perhaps run off the stage in tears. A dozen different children experiencing that same moment could end up with different interpretations, mainly based on a split-second interpretation by the brain.

This moment may become what is called a hub memory, one that is used by the brain to calculate the meaning of present or upcoming events. So, the next time she is in a similar situation – the brain foresees the possibility of future humiliation and begins to trigger the flight or fight response hormones to help her get ready to run away from it. This is likely to be experienced as nervousness, something that grows stronger the nearer she gets to the event.

By the time this new event arrives the nerves are so strong that it’s likely to cause the predicted outcome to come true the idea of self-fulfilling prophecies has a strong element of scientific validation. She’s so nervous she feels a fool all over again and is unable to perform well.

Now imagine a string of such calculations stretching up to adulthood. Each subsequent event would mould the context so the same event could be the cause of interview nerves in one person, or sports performance anxiety in another, or both in someone else; the permutations are endless, which is what makes my work as a cognitive hypnotherapist so fascinating every day is a detective story.

So if the brain creates a version of reality that causes people to underperform, what you can do about it. Most people do is to try to wrest control back from the brain and ‘deliberately’ serve, or kick, or run. In other words we try to consciously perform an action that is so practised it’s almost completely unconscious and make a hash of it. We need something to keep us out of our own way and leave our unconscious to perform the actions we’ve practised.

Method One: Anchoring

Has a record ever come on the radio that reminded you of a past event and left you feeling a particular emotion? These are called anchors and work on the stimulus-response mechanism first identified by Pavlov. Basically the principle is that if, at the moment you’re experiencing a strong emotion, a stimulus is paired with it (a song playing, a group of people watching you, a dog running at you), then the two become wired together in your neurology and one will trigger the other off in you. Those examples were negative, but they can also be used beneficially by pairing a stimulus or trigger with an emotion relevant to your performance. A powerful trigger is a smell because the response to it can’t be controlled even if you know something is going to smell bad you’ll still recoil from it.

British athletes have used this for a while. During training, whenever they get into a good performance state run a personal best, feel full of energy or confidence they’ll focus on their feeling and inhale a smell that’s impregnated on a wrist band. The smell itself is usually just something they like, although some natural products have been shown to have particular effects (peppermint improves short-term recall). They’ll continue to ‘stack’ these states over a period of time so the smell becomes strongly evocative of the emotional state that accompanies a good performance. On the big day, before serving, or settling into the blocks, or….taking a penalty…they take a deep breath and reaccess the positive state. Try it. Songs are another good trigger, and physical pressure like squeezing a finger and thumb also work well. All of a sudden the mannerisms of top athletes might take on a different significance ever notice Tiger Woods twirling his club?

Method Two.

If I tell you not to think of a blue tree what happens? If I tell you not to think of…missing that penalty…the problem is that the brain has to process a negative; it has to think of the blue tree to not think of a blue tree. A key maxim in any situation where you want to perform is to think it how you want it. Before a game rehearse how you want it to go, see yourself performing well make it a picture where you see yourself in it, rather then through your own eyes, because research shows that makes it more compelling. Fall asleep thinking of a positive aspect of your performance because it will prime you to notice your qualities and not your faults. If you play a sport where you have a moment to prepare, like tennis, golf or set pieces in football or rugby, then ‘play forward’ the next thing you’re going to do in your mind while firing your performance anchor precisely the way you want it. So, as John Terry approaches the penalty spot he pauses, takes a deep breath of his wrist band, and sees himself running up and placing the ball in a precise part of the goal. It will probably help if he closes his eyes so the goalie doesn’t get a clue from where he’s looking. For Arsenal footballers that line will magically disappear and you won’t remember reading it. Repeat that rehearsal until the effect of the anchor feels strong and then take shot, get in the blocks etc.

Method Three.

Imagination is one of your most powerful tools. I work with the mind/body connection everyday and know of its power, but you don’t have to take my word for it; researchers have found that old people given the task of spending time each day imagining bench pressing actually got stronger and put on muscle! Imagine that, changing your body shape just by thinking. Also, an experiment was done where basketball players of equal ability were separated into three groups. One practised shooting hoops, one imagined shooting hoops, and one sat around reading magazines. After the allotted time they were put back on the court and their ability re-accessed. Who do you think had improved the most? Those who imagined, because they sat and rehearsed shooting perfect baskets and their mirror neurons neurons which imitate the actions of others (and in our imagination we trick the brain into treating ourselves as an ‘other’) stored this ‘map’ of shooting a hoop and used it when it was next performed physically. Those who’d physically practised failed on some of their efforts so the map was more flawed. So, practise doesn’t make perfect, it makes permanent, so make sure that what is being made permanent in your muscle memory is the best possible representation of your skill. Set aside 10 minutes a day to mentally rehearse key aspects of your game. As before, see yourself doing it you have to represent yourself to your brain as an ‘other’ and really focus. That’s why I suggest doing it for no more than 10 minutes, any longer and your concentration tends to drift.

There are many other things that modern psychology can teach us in order to improve our performance, and often they come from unrelated fields of study. One thing is for sure, in any contest between evenly matched opponents it’s going to be the mind factor that makes a difference and sometimes it will against someone who is physically superior to you remember Buster Douglas against Mike Tyson? So if you want to make headway, do head work.

This entry was written by a client of The Ideal Marketing Company – Trevor Silvster who is MD of The Quest Institute www.questinstitute.co.uk  

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