Friday, September 12, 2008

Robert Middleton:

Beyond the Audio Logo—Managing the Marketing Conversation

These days a lot of attention is focused on one’s marketing message—what you say when someone asks you what you do. (Robert uses the term Audio Logo). This message is very important, but it’s only the “tip of the iceberg” when it comes to talking about your business. It’s not unusual that the Audio Logo is delivered well but we get stuck on the next steps: how to discuss our businesses in more depth and set the foundation for a follow-up.

Do any of these scenarios seem familiar to you?

• Someone asks you about your business and, once you’ve communicated your message, you have no idea what to say next.

• You start to talk in more depth about your business and you get the “glazed over look” of someone who has totally lost the thread of the conversation.

• When someone asks you follow-up questions about your business, you start talking and don’t know when to stop.

• If someone shows interest in your business, you feel awkward about how to follow-up to discuss how your business could help this prospect.

With these kind of experiences, building your business can be frustrating. What does it take to really engage someone? How do you communicate about your business in such a way that you interest the other person, tell enough about your business so they’ll want to know more, and ultimately, create the opportunity to follow up?

In this presentation, marketing consultant and coach Robert Middleton of Action Plan Marketing will explore how to go beyond the Audio Logo and manage the marketing conversation so that you dramatically increase the chances that a conversation about your business will actually lead somewhere.

In this presentation Robert will:

• Demonstrate how to get immediate attention with your marketing message.

• Explain what can be accomplished and what can’t be accomplished with a marketing message.

• Show how to continue the marketing conversation once you have a prospect’s attention.

• Outline the steps needed to keep the marketing conversation on track.

• Reveal the secrets to making an offer that paves the way for effective follow-up.

Attend this presentation if you are not getting the kind of results you’d like when talking about your business. You’ll learn a simple system for getting more attention and paving the way for follow-up that can turn that initial marketing conversation into a selling conversation and ultimately a new client.

This presentation will be very interactive. Robert will work with several of the BACN members and give live demonstrations of how to go from the Audio Logo to a follow-up call.

About the Speaker

Robert Middleton has been working with Independent Professionals on their marketing since 1984. Robert is an expert at developing and teaching non-manipulative strategies for attracting more clients. He is the author of the online bestsellers, the InfoGuru Marketing Manual and the Web Site ToolKit and the publisher of the More Clients eZine which goes out to 50,000 subscribers every week.

Get Robert’s Free Article “The Seven Principles for Attracting More Clients” or check out the Action Plan Marketing blog.