Never give up. Never, never, never...

I just finished reading the book Outliers by Malcolm Gladwell. Wow. This book answered what for me has been the central and most burning question of my life: Why am I not more successful?

Even as a child, I knew there was something wrong. As early as kindergarten, I watched other kids get along with each other and do things with seeming ease, while I was so painfully shy I could barely stand being around anyone at all.

As the years went by, from time to time I'd pause and think: I'm reasonably intelligent, I'm reasonably healthy, and even reasonably attractive - why does everyone else seem to be doing so much better at this life thing than I am? I did everything "they" told me to do. I did well in school, I went to church, I respected my parents and my teachers and other people. I graduated from college. I did everything "right." So where was my reward? I got by, but I definitely wasn't achieving what I knew deep down I was capable of. But I couldn't figure out what I was doing wrong.

Well, according to Gladwell, I was a victim of circumstances. He says that people like Bill Gates and others who have enjoyed extraordinary success got where they did essentially because they were in the right place at the right time, and so they were the beneficiaries of multiple extraordinarily lucky breaks. Apparently it really does matter who you are and where you came from.

Oh.

Now, this is the point where a lot of people would throw up their hands and give up. A lot of people - dare I say most people? - spend their lives searching for someone to blame so they can make excuses and justify settling for the way things are. It's just so much easier that way.

Not me. I want answers, dammit, not excuses. In my mind, it still comes down to this: People who are more successful than I am know things that I don't know. If I can learn those things (and there's no reason, in this day and age, why I can't) then I can be more successful, too.

The popular American belief that someone can rise from nothing and become wildly successful through nothing but hard work and determination may be a myth. But if you're someone who, like me, wasn't lucky enough to be born into a family who knew the secrets of success and spoon-fed them to you from birth, don't give up! The knowledge is out there. You just have to work a little harder to find it, and let go of the bad habits you were taught in the past. Not easy, but it can be done.

I don't need to be as rich and famous as Bill Gates to be happy. All I really want is a meaningful, productive life and the rewards that come along with it. That's certainly not too much to ask. So what if it takes me a few decades longer than somebody else to get there. It isn't where you are in the middle of the race that counts - it's where you are at the end.

I intend to stay in the race. How about you?



PS - Just to be clear, in this post I'm focusing on what I took away from reading Gladwell's book. I don't want to make it sound like he's telling anybody they should just give up. Rather, he's making a case for society to take a closer look at how we do things, and stop letting so much talent and potential go to waste.

2 Secrets to successful cold calling

Cold calling. The very name sounds so - cold. Like the reception you just know you're going to get when you do it. Unfortunately, it's one of the quickest and least expensive ways to find new clients.

I don't know about you, but I hate to bother people. And when I thought about making cold calls, I felt like that was exactly what I'd be doing. For most of us our image of cold calling is based on the telemarketing calls that always seem to come in the middle of dinner. Yuck! Who wants to be one of those people?

The good news is, that image is completely off-base. You don't have to be a telemarketer to get results. In fact, your results will be much better when you don't use that approach.

So, how are you going to approach these calls? Read on...

Secret 1: You're not bothering anybody.

Chances are, you went into business in the first place because there's something you're really good at doing, and there are people out there who need that service. Don't forget that now. There are people out there who have a problem that you can help them with. When you solve somebody's problem, are you a pest? No! You're their hero!

Of course, you can't help everybody. Some people don't have that particular problem. Others just aren't ready yet for your help. That's okay. You're looking for the people who do need and want what you have to offer. How do you find them? Simple - you ask. A lot of people will say no thanks. But some will be glad you called. What's more, even the people who say no won't think less of you for asking. They're used to getting these calls. They know it's just business.

Secret 2: Don't try to sell anything.

"What?! But that's why I'm going through this ordeal in the first place - to get more clients!"

Well, yes. I know you want more clients. But that's not the direct purpose of these calls. The fact is, you're not going to be able to talk anyone into anything in one phone call to a total stranger. You're not selling magazines, here. Hiring your firm is a big decision, and prospects are going to want to get to know you before they trust you with their business (see here for more on this).

The purpose of this call is to seek information. That's it. Period. You're trying to find those people who need and want your help. A lot of people will say no. Again, that's okay. The call is still a success, because you got the information you were after - information you can use to refine and improve your prospect list.

Because you're not trying to talk anybody into anything, you're not putting them on the spot. If the person does have an interest in your services, they may chat with you about it for a minute or two. That's great! Answer their questions. But still you don't want to try to talk them into anything. They'll ask you to send more information, probably by email. Let your follow-up information do most of the heavy lifting for you. Direct them to your website. Offer them a free special report. The most important thing is, follow up - right away and over time.


Those are the basic principles to keep in mind when cold calling. But you may still be wondering exactly what to say. My advice? Keep it simple and natural. If it helps, think back to the last time you called a store and asked about their business hours, or whether or not they stock a particular item. Were you nervous? Probably not. You were just asking a question. And that's all you're doing here.

For example, I'm a freelance copywriter. I know that a lot of graphic design firms need help from good copywriters. So might call them and say, "Good morning! I just have a quick question for you ... do you ever work with freelance copywriters?" If they say yes, I answer their questions and arrange to send them more information and samples. If they say no, I thank them (still smiling - they can hear it, believe it or not). It's simple, to the point, and respectful of their time and mine.

If you don't expect to be hired on the spot, you won't be disappointed. (Then again, you never know - you might happen upon someone in the middle of a crisis, and they'll ask you when you can start. You can always dream...)

What you definitely gain is a solid list of interested prospects you can follow up with. And over time, that's golden.

In summary:

Secret 1: You're not bothering anybody - so relax.
Secret 2: Don't try to sell anything. There are people out there who already want what you have to offer. Your job is to find them, not preach to the unconverted.

Do you trust me?

Smart business people don't hand out big contracts based on a cold call, a cold email, or a direct mail sales letter. Although these are all excellent ways to contact new prospects, you shouldn't really expect anyone to actually buy from you until they get to know you well enough to trust you.

So how do you build trust?

The first goal of your marketing campaign should be to initiate a dialog. You don't expect a bunch of orders, but you do want a response. A good way to boost your response rate is by not asking for anything up front (except perhaps permission to add their email address to your newsletter list). Instead, offer something of value.

Like what? I'm glad you asked!

A well-written white paper or special report makes a highly effective and low-cost offer to attract new prospects. And since you're already an expert at what you do, it shouldn't be too difficult for you to come up with an idea for sharing a bit of that expertise with your prospects. Maybe there's a particular question you get asked all the time. That's always a good place to start.

Prospects like white papers because they're getting valuable information they can use to make their lives easier and their businesses more profitable. At the same time, you're positioning yourself in their minds as someone who is not only an expert, but helpful and approachable - someone they can call on to assist them with whatever challenge they're facing. It's the proverbial win-win situation.

If you're worried that you're not a good writer - or that you don't have the time to put something like this together - don't be. A professional copywriter can take your idea and background materials and put together a top-quality white paper, article, or e-book in much less time than it would take you or someone on your staff. (And when you consider the value of your time, it's also a very economical way to go.)

Quality content builds relationships with prospects, and keeps them coming back. It also helps ensure that they'll think of you when they're ready to buy. What's not to like about that?

Are you a shark or a dolphin?

This is Shark Week on the Discovery Channel. That means they're showing a whole series of programs which feature the work of scientists who study sharks and shark attacks around the world. Apparently a lot of people find this fascinating. Not me. Just thinking about sharks makes me cringe. They scare me - and not in a good way.

Now dolphins - I love dolphins. As a child I watched Flipper every week. As an adult I've been to Sea World several times wanting to see and hopefully even touch real live dolphins. Is there anyone who doesn't love dolphins?

Dolphins and sharks both live in the ocean, but there the similarity ends.

A shark never stops swimming. It's always out cruising, looking for its next meal. It is one of the ocean's most efficient and successful predators - a killing machine. Some scientists claim that sharks don't deliberately prey upon humans, but accidents happen. Either way, the results are often fatal for the human.

Dolphins, on the other hand, are usually quite friendly to humans. Stories abound about them swimming and playing with people, and even sometimes rescuing swimmers in distress. They do this even though there's nothing in it for them beyond the pleasure of companionship.

So what does all this have to do with lead generation?

If you're out hunting down prospects, they can sense it, and it scares them off. They may not literally run away screaming, but they avoid you. On the other hand, if you genuinely like people and want to help them, prospects can sense that, too, and they find themselves drawn to you.

Okay, so business isn't about altruism. There is something in it for you. You're trying to earn a living by turning prospects into paying customers. And there's nothing wrong with that. What I'm talking about here is your approach. Your attitude.

Think about it. When you're swimming in the ocean, if you happen to see a dorsal fin cutting through the water toward you, which animal do you hope is underneath that fin? A shark? Or a dolphin? Likewise, when your prospects see you approaching them, which kind of marketer do you think they're hoping you are?

Focus on being helpful rather than predatory. Show prospects that you have something to offer them that they can use to make their lives better, and they'll be attracted instead of repelled. And they'll be much more likely to stick around and become paying customers.

Is short-sighted thinking holding your business back?

Many professional services providers approach lead generation hoping for quick results. Their goal is to find new clients right now.

That's only natural. Who doesn't want quick results? Indeed, your marketing efforts should produce some immediate response.

The problem is, many marketers stop there. They're so focused on short-term leads that they neglect to pursue an even bigger resource: long-term leads.

According to RainToday, 25% of proactively generated leads are short-term, and 75% are long-term. "If you're only focused on the short-term, you might be missing out on 3/4 of your opportunities." (Making Lead Generation Work for Professional Services, a special report by Mike Schultz, Wellesley Hills Group)

To be clear, let's define our terms:

A short-term lead is when you happen to catch someone at just the right moment in their buying cycle. They have a need and the funds, and they're ready to buy. All you have to do is close them.

A long-term lead is just what it sounds like. Most professional services aren't impulse purchases. The prospect may be interested, but not yet ready to pull the trigger. They need more time.

Frustrating as it may seem, it's the long-term leads that often produce the best business. So how do you go about nurturing those long-term leads? Many service providers are discovering that the easiest way is by providing free information.

Having rich content available on your website and/or in the form of white papers keeps prospects engaged. As they go through their decision-making process, they see you as a helpful expert. You're right there providing them with quality information they can use. Then, by the time they are ready to buy, you're not just some stranger. You're a trusted advisor who is ready, willing and able to provide them with the services they need. Why wouldn't they choose you?

Do your prospects see you as a helpful resource? If they do, they'll be much more likely to think of you first when they need the services you provide.

The Implementation Gap

Success. If it were easy, everyone would have it. Then it wouldn't be success - it would be "average."

Most people don't put forth the effort it takes to get what they say they want out of life. That's why we call somebody who does have the good job and the big house and the nice car "successful."

So, these successful people - how are they different from you and me? Are they smarter? Healthier? From a better family? Maybe. More likely, though, they've simply figured out how to overcome the implementation gap.

What's the implementation gap? It's the space between what you know you should do - what you want to do - and what you actually get done.

Everybody has things they're good at. And everybody has things they absolutely hate to do. For instance, some people are natural born writers, while for other people getting words onto paper is like pulling teeth. Some people have a knack for numbers, and some equate bookkeeping with hieroglyphics. Me, I have a terrible time making myself follow up on leads. I don't know why - I just hate to do it.

All those chores, and many others, are vital to the success of a business. So does that mean that if you're not good at everything you're doomed to fail?

Not at all. You see, those successful people you admire have a secret weapon: They understand that nobody makes it alone.

Most people, when faced with tasks they find distasteful, either procrastinate until the situation becomes a crisis, or they struggle to dredge up the willpower to do what needs to be done no matter how they feel about it.

If neither of those approaches is working for you (how are you doing on those New Year's resolutions, by the way?) I'd like to propose another option:

Hire a professional.

No matter which task you hate, there's somebody out there who absolutely loves doing it. Somebody who can get it done quickly and skillfully, while making your life a whole lot easier.

"I can't afford it!" you say. I hear you. But have you considered the cost to your business if those tasks don't get done? Not to mention the added stress and hair pulling you're putting yourself through.

Think about how much more successful you could be if you could spend more time focused on the things you love and are good at, while somebody else takes care of that other stuff.

In business, it's the people who get past the implementation gap who succeed. Does it really matter who does the work, as long as it gets done?

***

And now, a brief word from our sponsor...

These days, content marketing is where it's at. If you know you need to be adding white papers, articles, and other written materials to your marketing arsenal but you just can't seem to get it done, I can help. I love creating content that generates leads and positions you as a thought leader in your field. Let's talk about how I can make your life easier. Give me a call, drop me an email, or leave a comment.

The Trouble with Selling Services, Part 2

Take them for a test drive

The best way around this difficulty is to take a page out of your friendly local car dealer's playbook and simply let your clients test-drive your service.

How do you do that?

Create offers and experiences that will give your clients an opportunity to get to know you. Instead of pressuring them to buy, give them a sample of the great knowledge you have to offer.

Familiarity breeds confidence

Show prospects what you have to offer, what it's like to work with you, and the value they can expect. When you become someone prospects recognize and know, you cease to be a stranger. It's no longer quite so much of a leap of faith to move from reading the informative articles on your website to talking with you on the phone to becoming a paying client.

People like to deal with people they know. Imagine answering your phone and hearing,

"I saw the article you wrote in XYZ Industry Journal, and I read a couple of your white papers. Great stuff! Are you available to talk with me about my situation?"

How much easier do you think it would be to close a prospect like that, compared to contacting someone cold and trying to talk them into hiring you?

Additional benefits of this approach

• A genuine gift gets a warmer reception than a sales pitch.
• An offer gives prospects a reason to respond. (When is the last time you responded to an ad that didn't offer you some incentive for doing so?)
• When you put your offer behind a sign-up form, you capture the prospects' information, which turn them into leads.

This approach works with your current clients as well

• You can use your latest article as an excuse to keep in touch. ("I thought you might find this helpful...")
• Seeing your name in a respected publication they read reinforces good feelings about their decision to work with you.
• You might think your clients know everything there is to know about your services, but chances are they don't. Why not write a helpful white paper about a new service you're launching, or even an old service that isn't being used as much as it could be? Your clients will probably be thrilled to find out that you - someone they already know and trust - can help them with some other problem they have, as well.

Creating experiences that allow your prospective clients to get to know you in a safe and non-threatening way is the best way to make them feel comfortable hiring you. This is a great way to both find valuable leads and nurture those leads once you have them. Try it, and you'll see.