Don’t leave it up to your readers to figure out why you have a newsletter (or any medium of communication) because they won’t come up with a good reason.
Tell them why. Tell them why they should want to be a subscriber/stay subscribed and why they should listen to what you have to say.
Practice making that extra effort to positively influence the way you are “coming across”. Practice is the only way you’re going to learn how to do this. You will soon discover that you can highlight the parts of your personality and your way of thinking that you want people to see first. (They will meet the “entire you” as time progresses.)
KEYPOINT: It’s important that your first impression be strong and attention-getting. There are three things you can do right now to change the way people see you. How people see you mainly has to do with the type of person you purposely or accidentally present for them to see.
(This, of course, doesn’t take into account your reputation or the perception the client/customer has of you/your product before you engage.)
With that in mind …
Changing the Way They See You
1) Evaluate your current image. Are your readers doing what you want them to do? Are they opening your mail/ezine/going to your blog? Once they are reading you, are they moving from your mail to your website?
Are they doing business with you? Are they at least taking the time to look at the products you recommend to them? If not, take an honest look at yourself and ask yourself if you’re presenting a person that is worth (or appears to be worth) listening to and buying from.
Each week I not only read e-mail from you, I go further than that.
I look at what subject lines interacted with your “preset” (your mindset at the moment Coffee with Kevin Hogan arrives in your awareness) and then I find out what HAPPENED.
I find out whether “you” opened Coffee, or didn’t open. (Not you as an individual, I don’t want to know that.) What percentage of people at the moment of engagement opened Coffee?
THEN what percentage of people went to www.kevinhogan.com and continued reading there.
It is *very* hard for me to understand how anyone wouldn’t go to www.kevinhogan.com when reading Coffee.
When people don’t, I need to know why and I can usually tell by looking at what was in Coffee.
All of this is very important to YOU because if you go to the web site to finish reading an article, it means that I’m doing something right. If you don’t, I’ve failed and I have to determine why.
When you own a restaurant you can try and sell all of Mom’s old recipe for Chicken Soup you want, but if your customers don’t want chicken soup….they don’t want chicken soup.
I specifically know that if I put photos of a beautiful model I ran into in Las Vegas, or an article about “The Secret” in Coffee that the percentage of people who opened Coffee and then go to the web site will be enormous.
There is a hierarchy of subjects that people like to read about in Coffee and there are some subjects that eventually simply don’t get written about again!
Most of this is determined by YOU, my reader, and NOT by me… just like at the restaurant. You can only determine so much for your customer and then you have to do what your customer demands. (People can say they like chicken soup and will order it next time, but we really aren’t interested in what people say, we are interested in what they do.)
If you are interested, I will write it. If you are not, I will not.
Sometimes I write an article that matches your interests but title it incorrectly. Nothin’ like spending eight hours writing a kick butt title and not having a great title for it.
Which you should write down and always remember. In marketing, the title is way more important than anything that comes after the title.
There is one thing that will remain constant:
At no time do I change my persona, me, who I am, but I’m happy to give you edgy, exciting, intense material instead of kindergarten stuff that other people spew as value.
No matter what your business – online, offline, salesperson, school teacher, take steps to make yourself be or at least appear to be that person you are promoting. Use the next two steps I’m giving you to portray the image of someone who your readers can see themselves looking to for answers, guidance and support on the way to achieving their goals.
People do care about each other, but you can always hit a hot button when you are helping them with something you are sure they really care about, their goals and anyone who seems to want to help them reach those goals.
People will, in part, “evaluate you” based on how much they think you can help or hurt them on the way to what they want. That’s why it’s so vitally important that you give the best information you can.
2) Take a good look at your surroundings. Quite often you want to do the opposite of what the majority of other people do because being a part of the “herd” will get you what the “herd” gets…a very small share of whatever they’re fighting over.
You have to remove yourself from the group and do what it takes to show your readers that you are different from the norm.
KEY QUESTION: What is so glaringly obvious about you that is exceptionally unique and different that they can’t help but do business with you, have fun with you, feel something cool by being identified with you?
The group isn’t always wrong. The crowd can be right. But one thing the crowd can’t do is “win” in the long run.
There are two ways you can win in life:
1) You can produce and get paid for it. (Sell homes, insurance, pest control)
2) You can not produce and get paid for it. (Rob a bank, collect taxes, sell crummy products/services)
Who wants to get money in exchange for not giving a ton back in SOME WAY that is extremely important to the other person?
…Someone I don’t want to be around…
KEYPOINT: Only people who do what others aren’t doing get noticed.
KEYPOINT: If you’re doing the same thing everyone else is doing then why would potential buyers pay any attention to you at all?
You cannot put your life energy into having a “me too” business. Take some time to figure out what others in your market (your competitors) are doing so you can see how to consciously make yourself better than they are.
Exceptions? You bet. Licenses and Franchises. Beyond that, forget it.
I confess that I invest a huge amount of time in insuring that no one who “competes” with me can beat me at the value, experience and identification with you.
If I put a product out, or hold an event, it is extremely valuable.
On any given day I can be beaten where I have expertise, that’s life, but, in any given year I will win because no one will work as hard for you, as I do.
Are you OK with being the best in your field?
Can you take humble pride without being arrogant and know that you love to make other people’s lives better?
I promise you that there are lots of ways to make a lot of money in business selling junk. It’s MUCH easier to make money selling junk than it is excellence.
Because junk requires no time investment. Marketing will take care of the rest.
But selling the best means that you win long-term.
The other guy won’t. Shoot, most of the other guys won’t even try.
Does all this mean that “good” wins in the long run?
Not at all.
If 10 million people buy “The Secret” and 5000 get lucky and land a girl or a good job while 9,995,000 fail, the cult can easily continue because you can get a lot of good stories from 5000 people.
But the fact is that you can’t sleep at night when you hurt people on purpose. When your intention is to scam you lose…even if you get rich in the process. You live once.
We’re all in business and when you have integrity at the core of everything you do, when you are authentic, you win and you win big. It just takes a little longer.
It’s as simple as that. What you want to do is put yourself in a position where your customers, clients, readers see that you are making an effort to connect with them in a meaningful way, while the majority of the other competitors you have are, well….
3) Figure out what your customers/clients/readers want and give it to them without thinking so much about what’s in it for you. I know that doesn’t sound right but what you have to understand is that people are loyal to other people who are loyal to them. You can’t expect your readers to do something for you when you aren’t willing to do something for them first so you have to be willing to be the one to initiate the relationship. Extend your hand and invite your readers to accept your invitation.
Your main job is to serve your clients/customers/readers. Not to get them to buy from you. They will buy, but only when they feel like you’ve done a good enough job of catering to their needs first.
Coffee readers are treated like VIP’s. You do the same.
How to Start, Build and Make an Enormous Amount of Money in Your New Public Speaking Career
See Application Form for Course Dates
E-Course you can do at home…that will give you the step by step map everyone wants and needs to succeed!
Can you earn an extra $50,000 next year public speaking?
I’ve never met anyone who was responsible for their own income (business people, sales people, therapists) that couldn’t earn (easily) twice as much income when they added Paid Speaking to their Life Tool Box. Maybe you have done some speaking already. (That’s a big plus by the way!)
Bill Clinton earns $100,000 for a speech. And he’s good. But he was the President. He should be getting paid high buck for the stories he can tell and the experiences he can share.
I’m not Bill Clinton. I don’t earn $100,000 per speech. Not many people do.
But, how does $10,000-$15,000 sound?
I get it. what about you?
Who are the highest paid people in the world?
Public speakers, motivational speakers, inspirational speakers, keynote speakers, workshop leaders and seminar presenters are among the highest paid people in the world. And I’m talking about people who for the most part, didn’t go to college…
One article I read recently said that public speakers are the single most overpaid people in the world.
The article was written by a staff journalist. Superb writer. Articulate. Makes a good argument. And he could easily be earning 10 times what his paper pays him…easily. Sorry my friend, that was your choice.
Not only is there no reason that you can’t be “overpaid,” I’d be surprised if anything else was the result.
You don’t have to be a dynamite speaker to earn $100,000 per year speaking. You don’t have to have a college degree and you definitely don’t need a decade of experience.
You need a coach with connections and a detailed plan.
You don’t have to be gorgeous (I can show you photos from the convention), intelligent (I can let you listen to tapes from the convention) or even “have money to make money.”
I will outline for you in absolute minute detail how you, too, can:
What are people saying about this course?
I got paid $500 for my first paid public presentation. Now that may not sound like a lot to you, but this was 1987 when $500…was about twice what it is today. I was 25.
Two years before that presentation, I earned $14,140 as a restaurant manager that worked 54.90 hours per week. (Do the math.) I was not a good manager. To my credit, I was a customer-service-junkie manager. I wanted every customer served at light speed and with the best we had. But I didn’t care if the paperwork was up to date…didn’t care if the drawers added up perfectly at the end of the night. They were always close enough. (If they weren’t I put in my own money and found how the cash disappeared later…) Didn’t care if the coupons were all entered into the registers. I just was not a bookkeeping kind of guy.
I didn’t mind paying lazy employees minimum wage and good employees twice that. But the restaurant did. Employees needed to be paid roughly the same amount of money….How stupid was that?! Lose your best employees to the first real job they find…and I’m stuck with what’s left. I shared that with the regional people. They didn’t like my non-comformist attitude. I confess that I never read “the company handbook.”
That got me into more than occasional trouble. I didn’t know you couldn’t help people with their family problems at home, compliment the lady on how nice she looked that day, tell the guy to get his backside in gear, or bet on the Vikings. I managed “by Mom.” I managed the store like my Mom would have. (And by the way…we were substantially profitable that year over and above the previous year even with bad weather at the holidays!)
I didn’t get fired from THIS job. But I should have. I hated the rules…well I would have if I would have read them. The Regional Manager kept reminding me of the rules. I would almost get ill when I would be lectured about “the rules and policies”. Policy always sounded like Police to me….
It just wasn’t for me. I quit before finding more ways to get “fired.” (No one was “downsized” in those days.)
I wanted to do something FUN, EXCITING, and something I LIKED. My two co-managers LOVED their work. The place was a perfect fit for them…but not me. I was a square peg and had no intentions of getting any more shaved off on the sides to “make me fit.”
Napoleon Hill sat by my bed every night. (Think and Grow Rich, that is.) I was going to do him proud….
Moving from the point of being a speaker who wanted to “get good,” to a professional was a pretty big step for me. I was going to ask for $500….
I was REALLY young. Why would anyone PAY ME to talk to them?
And once I decided to actually answer that question…
It was 1987 at Moreland Elementary School. I talked to the 400 kids packed into the gymnasium about drug and alcohol use. The good. The bad. The ugly. I was scared to death (almost literally, as I suffered from severe panic disorder in 1987…I had panic attacks 3-6 times per week…they were random…I never knew when they would come.).
I was 25 years old and my life dream was now officially on day one. I didn’t do it alone. I asked for help and I had help. I had a friend helping me. Someone who was as dedicated not to my dream but the message we wanted to share. In fact, there were 2 or 3 people like that. None of us got rich. We weren’t in that frame of mind. We shared a powerful message to people who wanted to hear it…and a lot that didn’t. Later letters and testimonials would show lives saved, endless appreciation, recommendations to other schools and organizations.
Two years later I spoke to South St. Paul High School. $1000. I had an enormous audience of students, teachers, parents. The place was packed. Same subject. But media covered this one. We came up with a neat angle that tied us into a national campaign. That was a very, very good thing because it was the beginning of the next level…
In fact most of my early presentations were all $500-$1,000 per day (several presentations per day at each school). They were in front of schools…kids…the toughest audiences on the planet…and I survived to tell about it!
I don’t have detailed records (what a surprise)… but I did about 15 schools per year for four years. I made more money in those 15 days than I did the entire year in 1986.
I made the audience members’ adrenaline pump. I was unconventional. I did a lot of things most speakers would never do in front of an audience. I was not politically correct. My lack of judgment in content often got me a few scowls but, by-and-large, they liked the 25 year old…
I worked hard to get the dates…next to no one knows how to go from anonymous to known quickly…and I was no exception. I had to learn the hard way. But I learned.
I learned how to get paid even when they didn’t have ANY MONEY. I learned how to get paid and my audience was children, which meant ZERO back of room. I learned how to get paid when there was literally no budget, no allotment, no nothing. Each month went by and I learned another secret. Another insider idea that would pay off over and over again. The kind of stuff no one on the outside would ever think about…which is why they were on the outside and I was in the jungle on safari!
Today…things have moved along nicely. I have been invited to speak literally from London to Australia. It took me an enormous amount of time to learn how to move from level to level. 500 to 1000. 1000 to 1500. 1500 to 2000. 2000 to 4000. 4000 to 5000. 5000 to 10,000.
But the hardest leaps were the early leaps. Constantly having to justify how I could be worth 1000.00 for one day…
And that’s what I want to help you do.
I want to show you how to move from zero to whatever you want to earn. (There is a cap by the way, in what you get paid for speaking. You can do X dates per year. That’s it. There IS a cap so don’t think you will make 100,000,000 just from speaking. You won’t! You simply get paid more than all of your friends and peers and most everyone else…a lot more.)
Here is what you are going to learn in your 8 week course:
How can you learn the different aspects of public speaking from home with an e-course?
First, you’ll receive raw uncut footage of me at work with various groups and corporations. You’ll see me at my best, good and once when I wasn’t as good as I wanted to be. I’ll show you what works and what doesn’t and WHY and HOW to replicate it. You’ll see what it takes to keep an audience in rapture.
Four times during the two month course you will call in to our special phone system and record parts of a speech that you will develop and that I’ve approved. (I won’t let you develop a presentation that you won’t get paid for!) I’ll have crucial feedback for you within 48 hours in most cases. I’ll let you know exactly where you are at with no B.S. I’ll show you how to repair the defects and enhance your strengths. You’ll get point by point feedback as if I was in the room with you. You don’t need any special equipment to do this. I take care of everything.
As a bonus, I’m also going to let you use video tape if you have the ability to videotape yourself. If so, you will have two opportunities to get me video in the 5th and 8th weeks of the course. I will analyze up to 30 minutes of a presentation that I approve for you. I’ll give you point by point feedback as if I was in the room with you.
There’s a great deal of written work in creating various messages (marketing, manuals, PR, press releases) that you will use to represent yourself to the people you want to hire you. I will line by line each piece of work for you.
Every piece of getting paid what you are worth is included and detailed.
I will hold nothing back. If you need the answer to ANY question you will be able to ask at any time.
The complete plan is here for you. Nothing is left out. No additional secrets. Everything is here. Everything.
The course works like this.
10 people participate (I’d work with 50 if I had the time, desire and energy…it’s not that “space is limited”…it’s not…it’s an E-Course.)
Each week, you’ll receive your lesson for the week. One week it’s a video tape that will arrive in your mailbox. The next week it’s densely packed information and crucial data you get by email. The next week it’s YOU making a video and sending it to me to FIX. Not only will I show you how to present so they WANT YOU BACK, I’ll show you what to do to become a truly SUPERB speaker so they will be talking about you the next day!
Yes. I’m going to show you how I create and develop presentations so that you can literally talk for DAYS and not cover the same story or material twice…all without a script.
This program not only shows you how to make money but…if you choose… how to become one of the best!
Crucial: In order to get feedback on the week’s assignment you MUST get your homework to me by the end of the week. I won’t play catch up with anyone. It’s your life, not mine….and it’s MY LIFE, not yours. I’m dedicated to you, you dedicate to me. If fixing the planter in the back yard is more important than the rest of your life, then don’t register for the course.
At the end of the course, you will have my attention for quite some time because of how I earn my money…
Each participant pays a grand total of $10,000 per person.
I’ll do 100% of the work to get you where you want to be, if you will put a 30% deposit down. (Or less…!)
You enroll for only $2997 (or choose 6 installments of $499.50 for each of the next six months) or save big when you pre-apply! See application form for applicable discounts.
Then you give me your word (and a signed note) that after you have earned $100,000 in speaking fees, you will pay the balance of $7,000.
I’m going to write letters of recommendation, take phone calls for you from potential clients, help you in ways that only someone in the field can, and be here for you when you need any holes filled in for you.
If we have corresponded or talked in the past…this is who I prefer to work with. But even if we haven’t as long as you have integrity (total integrity) and a strong desire to succeed, you can participate.
I retain the right to turn down any application for any reason prior to the beginning of the course. After the start of the course, we are stuck with each other!
If you want to lead the field, I want to help you. Oh, and if I’m anywhere nearby when you are giving your first speech after you hit the $100,000 mark, I will be there in the audience cheering you on.
Here’s your chance. You’ve always wanted it. You’ve always dreamed it. Whether you are 25 or 75…don’t die with your music still in you…this is the opportunity of your lifetime. Let’s have fun together and make some music!