"CRISIS MARKETING...when you just gotta� eat!" By Certified Speaking Professional, Michael Scott Karpovich
Almost all of my knowledge of the professional speaking business has been gained through association with other members of the National Speakers Association. This gift of knowledge has been freely and generously given and now I have the opportunity to give the gift back. Those who understand the premise that the National Speakers Association was built on know that to grow both personally and professionally, one must be prepared to give and only then does one receive. What is offered here is presented in that spirit, with the sincere prayer that you will "pass it on." What constitutes a crisis that necessitates "crisis marketing?" _________________________________________ What brought you to the point where you must succeed? ___________________________________________ In one sentence, write exactly what you do in your business. __________________________________________ Develop a plan for your business (the more specific, the better. Give dates and detailed descriptions)_________________________________________ When (actual date) do you want to reach the next level in your business? ________________________________ Starting from your wildest dreams and working backward, write what you must do to get to that point.___________________________________________ In four separate paragraphs, describe your business in one, five, ten and twenty years.___________________________________________ What level of your career have you decided to achieve? ___________________________________________ List two people in your line of work that you already know who are at that level: 1) ___________________________________________ 2) ___________________________________________ (Homework: Write these professionals and let them know you sincerely admire their work. Ask them if they would mentor you. Ask them at least one very specific question regarding their accomplishments. Ask them for a photo that you could have for inspiration.) Give three reasons why you must make it to this level as a professional: 1) ___________________________________________ 2) ___________________________________________ 3) ___________________________________________ List TEN (10) reasons why you are unique, different and valuable. (List values that will make a difference to your client): 1) ___________________________________________ 2) ___________________________________________ 3) ___________________________________________ 4) ___________________________________________ 5) ___________________________________________ 6) ___________________________________________ 7) ___________________________________________ 8) ___________________________________________ 9) ___________________________________________ 10) __________________________________________ Checklist ...Preliminary steps to effective "CRISIS MARKETING":
To give you an idea of what your investment might be, I have listed selected prices for several of the above items. These are prices I found through my own research. E-Mail: CLICK HERE! THREE-TIERED MAILING PLAN Mail to at least 200 "hot" contacts three times, within three or four months: MAILING ONE � THE OFFER
MAILING TWO � THE GIFT A personal note--
The gift is nothing more than an article or cartoon; ideally, something that speaks to the need for your service and written by someone other than you. This should be printed, not copied, so it looks like the original...perhaps cutout newspaper articles on newspaper stock for each of your 200 contacts. The message is you took the time to find, cut out this article and send it to this person exclusively. MAILING THREE � THE ENDORSEMENT A powerful letter of recommendation from one of your satisfied clients or an advocate.
A Xeroxed copy of a flyer on you, with your contact information (address and phone). Tips for writing letters�
E-Mail: CLICK HERE! PARTIAL DIRECTORY OF SUPPLIERS NTPA Columbia Books. An ideal, inexpensive directory of National Trade and Professional Associations. With names, numbers, budgets, meeting dates and more� 202-898-0662 SRA Columbia Books. An ideal, inexpensive directory of State and Regional Associations. With names, numbers, budgets, meeting dates and more� 202-898-0662 Jem Photographic These people create great inexpensive black and white photos for promotions. Have the photos created from B/W or color prints with your logo printed on them. 412-621-0331 J&R Music Inexpensive audio equipment, computers, accessories and computer programs. (Call for catalog) 1-800-221-8180 Nightingale Conant An ideal way to see what sells and to check out your colleagues, mentors and "competitors." Inspiration for your own products. (Call for catalog) 1-800-323-5552 Kingdom Tapes A great supplier of microphones, audio equipment and product supplies like blank audiotapes, videotapes and boxes. (Call for catalog) 1-800-788-1122 NRS Great inexpensive supplier of promotional material. Ideal for flyer and brochure printing. They also offer inexpensive photos and posters. (Call for sample kit and catalog) toll free: 1-877-772-6846 MOORE Business Products A large collection of business supplies from paper clips to desks. (Call for catalog) 1-800-323-6230 QUILL Office Products A discount catalog for business supplies for the office.(Call for catalog) 1-800-789-1331
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