This past week, I had the opportunity to attend Brendon Burchard’s Experts Academy seminar in Sydney.
Brendon is the author of The Millionaire Messenger and The Charge, and it was the first time he had hosted his seminar in Australia.
This is my summary of what I experienced at Experts Academy, both the good and the not-so good along with five commitments I made as a result of attending the event. I believe that no matter how good something is, there is always room for improvement which is why I am sharing what could have worked better for me.
As an entrepreneur, being able to succinctly convey to our audience our message, whether that is on a website, marketing material or in a conversation, is one of the key skills we must develop.
Success in business largely comes down the way we market our business.
Over the years, I have learned some valuable marketing lessons, a lot of them through mistakes I have made, and some through modelling other highly successful marketers.
When we think of brands, what usually comes to mind are large global businesses, which have been around for decades.
These may include companies such as Coca Cola, McDonalds, Pepsi, Nike, Reebok , etc. In times gone past, branding used to be what big businesses would do to maintain their market share and continue to be front of people through different channels such as newspapers, radio, magazines and television.
With the internet the way it is today, branding online has become an integral part of businesses’ marketing strategies. This has also created new opportunities for individuals to brand themselves and create a presence and following online.
While many small businesses and entrepreneurs have taken advantage of the internet for branding purposes, there are a number of branding myths which may be affecting their whole business.
Generating new content is mandatory for anyone who has an information-based business or wants to be known as an expert in a particular field or topic.
There are many options available today to be able to create content from blog posts, podcasts, videos, webinars or hosting a live event, to name a few. Having many options also brings many challenges for experts to get noticed as there are a lot more distractions to take into account.
Unfortunately, many content creators make some fundamental mistakes when it comes to developing content. These mistakes inhibit their ability to reach the number of people they would like reach or have the type of impact they want.
One of the best ways to boost brand awareness is to have a strong online presence. Having a website with relevant content is a great starting point.
However that is not enough. With so many websites competing for attention, we need to be doing things differently in order to get more people to take notice of our websites.
The movie, Field of Dreams, popularized the phrase “Build it and they will come.”
That concept worked really well for Kevin Costner’s character in the movie however, can it really work for you if you’re in business or for your marketing efforts?
Most entrepreneurs see themselves as big dreamers or even visionaries.
Consider the likes of Steve Jobs or Bill Gates. One thing they had in common was that they believed they could change the world with what they had to offer. And they did!
It is always interesting to observe what some of the leading brands in the world do with their marketing.
Being a small business owner, there are lots of things I take away from different marketing campaigns from the big brands and apple that to what I do with my marketing.
While marketing is both an art and a science, there are certain things that are common with the marketing efforts of leading brands from how to launch a new product, how to price a product and how to create a campaign that resonates with their target market.
In recent weeks, a Christmas video posted by WestJet Airlines went viral on YouTube which was a testament to great marketing and great customer service.
This is what would be regarded as wowing your customers as at the time of writing this post, it has had over 32 million views.
All too often, I meet business owners or service professionals who say their product or service is for everybody.
While that may well be true, the reality is that they cannot market to everyone. Unfortunately for most of them, their marketing efforts do not resonate with most people and they end up being frustrated or start doubting themselves.
Being able to let others know clearly what you do is a critical factor of success.
This is especially important if you’re a service-based professional like a consultant, coach, trainer, therapist or counsellor.
However, far too often, I have seen many service-based professionals make these fundamental marketing mistakes.