How to Become a Trusted Advisor and Deepen Client Lifetime Value

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How to Become a Trusted Advisor and Deepen Client Lifetime Value

Episode Summary

If you want to extract more value from your client relationships, this is the podcast for you. Listen to this episode of the Valtimax Podcast today and you will discover how to take your client relationships to the next level.

Transcript

How to Become a Trusted Advisor

Hi there folks, and welcome once again to another edition of the Valtimax podcast. I’m Dave Lorenzo and I’m the owner and founder of two consulting companies. Rainmaker Lawyer Consulting, which helps attorneys make a great living and live a great life, and Valtimax Consulting, which helps business owners make a great living and live a great life as well. Through Valtimax Consulting, we license all of our systems to coaches, consultants, and business strategists all over the world so they can reach out to folks in all other industries.

This week, we are going to do something different and very special here at the Valtimax podcast. I am going to cover with you how you can become an expert on any subject, any topic, any issue, in a very short period of time. I want to give you some background on how this was developed, this process was developed, and how I and my team have come to perfect it over the years. First, I want to make sure you know about all the benefits available to you through our consulting companies.

This podcast is available through iTunes. You can subscribe to iTunes. It’s the Valtimax podcast. It’s business strategy and marketing mastery by Valtimax. You can also find each episode of the Valtimax podcast posted at rainmakerlawyer.com. There’s a list of categories on the left-hand side of rainmakerlawyer.com. Select podcasts and you’ll see all the podcasts right there. We also produce lots of articles. Over eight hundred articles as I record this. Videos, each and every single week through our four-minute Fixation series, which is available on YouTube and also at rainmakerlawyer.com. I encourage you to take a look at all the free resources we have to offer at rainmakerlawyer.com. Join us there, or you can join us at valtimax.com. V-A-L-T-I-M-A-X dot com.

Now, the benefits to you in becoming an expert on any subject, topic or issue. Here’s what the benefits are. You meet with a client, and if you’re an attorney, the client brings you some issues that he or she needs you to work on. You may not need to know too much about the client’s business, but if you want to become a trusted advisor, if you want to be around for that client after the matter is done, you need to really get into his business. Understand the benefits to him or her on providing them with the best possible outcome. Too often I find this with attorneys; that they don’t really get into the business their client is doing. They’re more interested in just doing a transaction.

For example, an attorney who is a corporate transactional attorney. Someone comes to him and says, “I need a corporation setup and I want it setup in Delaware. Here’s what I want to do and I want you to do it this way and the reasons why I want you to do it are because I want maximum flexibility and I want to allow for additional investment in the future. Just go ahead and set this up and get it to me tomorrow.” Most attorneys who receive that type of case will say, “Okay fine,” and they’ll set up the corporation in Delaware just as asked and then they will simply move on to the next matter.

If you delve into this client’s business, and understand the reason why he wants things setup that way, you may be able to offer some alternatives. Better yet, you may be able to offer some services the client didn’t know he needed. This will help you deepen your relationship with the client. It will also help you earn more money because there may be more work you or your firm can do. This holds true in any business. Simply put, you just need to care. You need to have some empathy and understanding for the client and his situation and you need to reach out to him and gain an understanding for why he wants things done the way he wants them done. Then offer him other services as it will benefit him.

I developed this as a consultant because when we would go in with … I worked at a big consulting company. A very large consulting company that worked with Fortune 100 Businesses. We would be brought in to do something very specific and very narrow. They would want us to study the way widgets came off an assembly line and give them a way to make the manufacturing better. Well, if we would go in and just do that, we may be making the most effective and efficient widget manufacturing process, but the widget may be obsolete in a year or two and the company would not need us or the widget manufacturing any longer.

What we would do is we would try to gain an understanding, on our own time, for what the widget did, why it was important, and how the manufacturing process was originally developed. The reason we would do that is because wanted a full and comprehensive understanding of the business so we could help make the business more efficient, more effective, and more profitable overall. If that’s your goal, regardless of your position, regardless of the profession that you’re in, to make your client’s business better, to improve your client’s condition. To get the best possible result for your client under any circumstances, then you must do a thorough interview and due diligence process in order to be able to give the best possible advice.

Now, if you’re billing by the hour, this is probably not going to work for the client. You could take ten, twenty hours to get into the client’s business, gain an understanding for it, and then hand the client a bill and the client would say, “Well why? You didn’t need to do that. I don’t understand why you’re doing this.” However, if you do this, and you don’t charge him for it, and then you come back to him and you make three recommendations for what’s called follow-on work after your initial case is concluded, then the client says to you, “Wow, you really understand my business. You know how it works. This is a fantastic opportunity for us to take care of this risk or to develop this additional revenue strategy.”

Now, you probably don’t think that way right now. When you’re brought in, when you’re invited in to a client’s business, that’s an opportunity for you. Where you’re invited into a client’s life, that’s an opportunity for you to help him in a number of ways. You’re brought in. Let’s say you’re invited in. You’re a trusted [inaudible 00:06:57] attorney. You’re invited in to do a will for a client. You do the will and you say to the client, “Well what about a medical power of attorney? What if there’s a, an issue with your health, who do you want to make the decisions? What if these five things happen to you? How would you handle each of these five things? And who would make the decision on the well-being of your children? And who would make the decision to apportion the money of your estate? Who would handle all these things? So you, you don’t just need a will, Mr. Smith, you need these other documents.”

If you’re involved in a criminal case and it’s a DUI and you’re the attorney, you resolve the criminal matter for your client and the client receives diversion. The court record will be there and he needs to get it expunged after a year, you need to let him know that he needs to come back and see you in a year to get the court record expunged. This is something that he’s probably going to want to do, but probably not going to know about. There are many different ways to deepen your relationship with a client and continue your relationship with a client after the initial matter’s over. Most people don’t think about that, particularly most attorneys don’t think about that when the client walks into their office.

Here’s what I’d like you to do. I’m going to give you just a few things to do in order to prepare yourself for handling the ongoing relationship of a trusted advisor and a client. You are going to be the trusted advisor. First, client walks into your office and they bring you a matter or they bring you an issue. In the practice of law, they call it a matter. They bring you a matter. You’re going to say to the client, “All right, tell me what happened.” The client tells you what happened. You agree on a fee for resolving that matter. Keep in mind that there are always underlying or contributory factors. There are always things that contribute to the cause of this matter or this issue. You need to delve into that in order to help the client resolve the issue. Once you do, then you need to say to the client, “Okay we’ve resolved the current issue. What are we going to do about these three things which cause that issue? Here’s some ideas that I have.”

Now, as you gain experience over time, you’re going to be able to look for what we would call fact patterns. The fact patterns are going to be similar from client to client. You’ll know what questions to ask. Very important, you have to do a thorough interview of the client. May not be in the initial meeting, but it may be in the next meeting after. The very first meeting. The second meeting you may do an interview to understand what’s going on in the client’s life or in the client’s business that caused this particular situation. The reason you’re going to do that thorough interview is because based on your experience, you’ve learned some things that contribute to the issues that the client currently faces. That’s great, but if you’ve never worked with this client before, or, if you’ve never worked in the industry that the client is working in, you need to do a couple of things.

The first thing you need to do is what’s called secondary research. It’s unfortunate that the name of it is secondary research because it’s what you do first. It’s called secondary research because you don’t actually work with people who are involved. You work with people who are in the secondary [market. 00:10:30] What you do is essentially, you do a Google search or an internet search on the industry that the client works in. You understand some of the different situations, tactics, strategies that are used in that industry. Then you narrow it down to the local, geographic market in that industry. You do some cursory research, internet research if you will, on the local market within that industry. Then you can look at the individual competitors to your client and understand some of the pressures the client faces and understand the dynamics of doing business in the client’s business in the local community.

You start very broad. You start globally with the entire industry and you narrow it down and then you look at the geographic market within the industry. Maybe if you’re working in a state, let’s say you work in the State of Wisconsin and you’re working with a person who is a car dealer, you look at the market nationally for auto sales. Then you look at the market regionally for auto sales within the State of Wisconsin. Then you look at locally. Let’s say you work in, I don’t know, Green Bay. You look at auto sales within Green Bay. You understand the competitive dynamics and the things that are facing that industry. The challenges he faces. You look at his strengths, his weaknesses and the opportunities and threats. This is what we would call a standard S.W.O.T. analysis. A Strengths, Weaknesses, Opportunities and Threats in the market. Strengths are the things that you think he’s good at. Weaknesses are the things that you think he’s bad at. This can be if you’re a lawyer. It be things from a legal perspective. Look at his, the strengths of his legal position. You look at the weaknesses of his legal position. You look at opportunities for him, legally, and you look at threats, or the risks for him, legally.

You look at that on a global level. On an industry-specific level and then on a local, industry-specific level. Then you can determine what the five or six greatest risks he faces are and see how his risks match up with his weaknesses and how his opportunities match up with his strengths. You can do this on in the span of a couple of hours. Then when you meet with the client, either right before you’ve resolve his issue or right after you’ve resolved his issue, you ask him if he’s given any thought to the opportunities that you see that may exist in his market based on the research that you’ve done. Then you also ask him if he’s given any thought to the risks that he faces based on his weaknesses and the threats the exist in the market.

This does two things. This helps you position yourself as someone who understands what your client is facing, and it also helps you position yourself as someone who can give him advice based on the information that you found. He’s going to look at you in that position as more than a lawyer. Then he’s going to look at you as a trusted advisor. He’s going to look at you as someone who’s actually interested in who he is and what he does. This is powerful, powerful stuff. I hope you can see the difference between spending two or three hours just doing secondary research, internet research on a client’s situation, and helping him. Offering him advice or offering to help him with challenges and problems he faces as a result of that research.

Now, when this happens, three out of four clients will tell you … They’ll be impressed, but they’ll say, “Thank you very much. I’ll call you if I ever want to address these issues. I appreciate it.” The fourth client will say, “I’d like to address these issues and I’d like you to help me. What can you do to help me?” This is where the real opportunity begins. This is where you have the opportunity to truly maximize client lifetime value. That’s what our time together is all about. How can you get into a deep relationship with your clients and maximize the lifetime value?

Let’s say you’re a lawyer, because most of the people who listen to this podcast are lawyers. A client walks into your office four estate planning and he’s a wealthy individual. He owns a couple of businesses. You do his estate plan and you ask these questions upfront. You find out he’s got a problem in one of his businesses. You’ve never worked in that industry. You don’t know, necessarily, what’s going on in that industry but you tell him you’ll look into it for a flat fee of ten thousand dollars. You know he can afford it because you’ve done as estate plan. You tell him you’ll do some research and you’ll present him with some alternatives to solve his business problem. You have no gone from becoming his estate planning attorney to becoming a business strategy consultant for him.

Here’s how you do the research. This information that I’m going to share with you in the next five minutes- it’s only going to take five minutes- is gold for you. It’s how you move from being an attorney to a trusted advisor. You ask the client a series of questions and you list these questions out after you do your secondary research. You ask, and you make the questions in the order that I’ve given you. Broad, national questions. Narrow, more narrow, local, industry-specific questions. Then very narrow, local competitor-based, industry questions. You simply go out and you ask him if it would be permissible for you to speak with three to five of his clients and three to five of his employees. You ask them questions related to the challenge he faces.

Again, this is really important stuff. Once you do that, you will find patterns of behavior or patterns or trends that emerge that are going to likely be the cause of the client’s situation. Once you find those patterns, you are in a position then to recommend solutions. This is very, very productive. Now if you want to conduct thorough studies, you could do a survey or a focus group with his clients or a survey or focus group with his employees. You have to formulate what you’re looking for first, and then you could hire a company to do the survey or the focus group for you. There are companies out there that do those types of things.

Essentially, you’re helping the client solve his problem by being a better listener and by sourcing the root cause of the problem and then generating solutions as a result. Now, if you’re a lawyer, particularly if you’re a trust and estate’s lawyer and these are business issues that have come up, you may think to yourself, “Wow, I’m really getting out of my depth here!” Let’s say just for argument’s sake, you’re a realtor. You ask these questions about a person’s business and the person says, “Well you’re just a realtor.” “Well no, I’m a business person. I solve problems for a living, let me see if I can help you make more money. Let me see if I can help you relieve some of the pain that you’re feeling.” You can do these things, and all of a sudden the fresh set of eyes that you bring to this process may actually help the person solve their problem.

The point that I’m getting at and the purpose of this entire podcast is to get you to think beyond. Think beyond your role when you are brought into a relationship. I want you to think of yourself as a trusted advisor to the person who just walked in your door. Not think of yourself as that person’s attorney. As their realtor. As their CPA. Asking the right questions will help lead you to the right solutions for them. It will help you deepen your relationship with your client over time, and that will lead to more money in your pocket.

The final thing I want to leave you with in this episode of the Valtimax podcast is, you are greater than one transaction per person. Your relationship is greater than one transaction per client. Your relationship is about improving the client’s condition, improving his situation, creating a sustainable business model and practice for him over the long-term. If you think like that, your lifetime value will be far greater to your client than any fee he will ever pay you. Your income that you derive from each client will go through the roof. That’s what most professionals don’t think about. It is far more efficient to work with clients to enhance and deepen your existing relationship with them, than it is to go out and find ten new clients and only work on very small matters one at a time.

Go back and listen to this podcast again. Give some thought to the idea of becoming a trusted advisor and deepening client relationships. It starts by asking questions, doing some research, and really understanding the reasons why clients do what they do and how you can help them do it more effectively, more efficiently, and more sustainably over the long-term.

That’ll do it for this week’s episode of the Valtimax podcast. My name is Dave Lorenzo and I’d like your feedback and comments on this week’s episode. You can call me at 8-8-8-6-9-2-5-5-3-1 or email me at [email protected] Here’s hoping you make a great living and live great lifeĀ®

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An Outline for Marketing Strategy

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An Outline for Marketing Strategy

Episode Summary

Here is your marketing plan all wrapped up with a bow on it. Listen to this podcast and implement the guidance it contains and you will have a winning business plan.

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Transcript

Outline For Marketing Strategy

Hi, there. Welcome once again to another edition of the Valtimax podcast. Today on our show we are going to talk about the marketing method that you can employ to help your professional practice, your law firm or your business grow at an exponential rate. I’m going to use an acronym that will help you remember this marketing method and use it effectively in the future. The acronym I’m going to use with you today DUNCE. That’s right, DUNCE. D-U-N-C-E DUNCE. It’s not because I think that you in anyway are foolish. I think that you are probably one of the smartest people around because you’re listening to this podcast.

DUNCE is an acronym that makes it easy for you to understand how great marketing really is developed and it gives you some insight into great marketing strategy. Before we get started, let me remind you that this is the Valtimax podcast and I’m Dave Lorenzo and I own two consulting companies. The first consulting company is Rainmaker Lawyer Consulting where I help attorneys make a great living and live a great life. I do that by focusing them on business strategy, practice management, client relationship development, client attraction, and productivity improvement.

Valtimax Consulting is my second company and that’s the company that I use and we work through to train other consultants to help people in business make a great living and life a great life. We have two companies focused on one goal that’s helping attorneys and helping business leaders make a great living and live a great life. One of the ways we do that is through client attraction and relationship development. That’s where this DUNCE, D-U-N-C-E, marketing strategy comes in. The D is where we’re going to start. The D in the DUNCE strategy stands for diversity.

You need diversity in your marketing. The reason you need diversity is because if you focus specifically on one marketing strategy, over the long-term you will end up doing damage to your business as a whole. I’ll give you the Internet as a specific example. I work with lots of attorneys today who have focused their time, their energy, their efforts on building a strong presence on the Internet and there’s nothing wrong with that. I encourage attorneys to build a strong presence on the Internet. To come up on the top of page one when people search for lawyers who are in their practice area.

The challenge for those attorneys comes when that’s their only marketing strategy. If they’re getting 70, 80, 90% of their clients from the Internet, specifically from search engine optimization or from pay-per-click advertising, they run a huge risk of being shut out at a moments notice when Google changes their algorithm. It is better for you to have 100 ways to get one client than one way to get 100 clients. Let me say that again. It is better for you to have 100 ways to get one client than one way to get 100 clients.

What I encourage you to do is focus in at least ten different areas and get no more than 10% of your clients from any one area. That doesn’t mean that you have to go out and find ten specifically different areas to develop clients. In reality, if you are a professional service provider there are probably only four ways that you’re going to attract new clients en masse in a way that you’re able to use to leverage your talent and your natural ability.

Those four ways, we use the acronym SPIN to describe those four ways. First is speaking. You get up in front of a group, you speak. People come to you and they say, “Hey, I’m interested in learning more.” You take their contact information, you follow up. Or you hold an event and it’s your personal event. You educate them throughout the course of a day and then they sign up to work with you for the long-term. Speaking is a phenomenal way to develop business. Even within speaking, you have to have diversity. You need to do a combination of hosting your own events as well as speaking at the events that are hosted by other people.

I would prefer that you speak at at least one event per month hosted by another person and that you host one event per quarter yourself. That’s a tremendous amount of diversity because that gives you 12 opportunities to get in front of audiences to hone your craft and to develop leads that can come into your business, your law firm, and do business with you. It gives you four opportunities to take those leads and convert them into clients by hosting a one-day event either at your office or at a restaurant, at a hotel on content that you’ve fully develop further.

Speaking is a phenomenal way to get clients. I just gave you 12 + 4, so that’s 16 ways to get clients through speaking events, 16 opportunities through the course of a year to get clients through speaking events. You can use the same speech almost every single time when you’re speaking to new people out on the road during those 12 events and you can develop content for four specific days and use other attorneys and other practice areas to help you fill in the content. We can get into that when we develop a speaking system directly for you or you can listen to the podcast I did on speaking way back when, a few years ago.

The second way to create diversity in your marketing plan is through publishing. That’s the P in SPIN. The S is speaking, the P is publishing. You can publish in all different kinds of venues. The first place you should publishing is on your website. You should write at least one article a week and publish it on your website. You can call it an article section. You can call it a blog. I don’t care what you call it. You should be putting up new content, at least one article a week on your website.

You should also be publishing an email newsletter. Take that article that you put on your website and send it out once a week in an email newsletter. You should also be publishing a print newsletter. Take the four articles that you write and publish on your website and in your e-newsletter each week, put them in hard copy, fold it over, put a stamp on it, and send it out to everybody in your email list and your address list and you’ve got a print newsletter. You should also be writing unique article content for industry trade publications. That’s right. Industry trade publications love content. They love content from you. You need to publish as frequently as possible.

If you are an attorney who does corporate work and you focus on, let’s say, the manufacturing industry, there’s two dozen trade magazines that publish for the manufacturing industry. What you should do is you should submit an article every month to the editors of each of those two dozen magazines. You call up the editor, you find out when the deadline is, you send the article in before the deadline. You have your assistant call and follow up to see if the article’s going to get published or not. If it doesn’t get published, you get feedback on it and you write an article that’s better for the next month. You can do this over and over again. There’s hundreds and hundreds of different industry trade publications. If you look for industries where your best clients come from, you can publish in those trade journals and you should be sending articles to those journals each and every single month.

The next area is the Internet. We talked about search engine optimization. You can invest in search engine optimization if you want as part of your marketing mix, as part of your diversity, but it shouldn’t be the only thing you do. You can invest in pay-per-click if you’d like to. You need to have a professional manage it for you. Don’t try and manage it yourself because the learning curve is just too steep. You need to be prepared to spend a substantial amount of money on pay-per-click advertising. You should also focus on delivering traffic to your website via social media using content that you already have.

If you have not listened to the podcast I did just last week on how to develop an Internet marketing system for under $400 a month, you need to go back and do that. Because that provides you with a dozen or more different ways to develop client relationships on the Internet for under $400 a month. It’s a podcast that I did just last week. Go back to the Valtimax podcast and look for last week’s episode. You can find it on iTunes or on Google Play. Look for the episode on how to develop a marketing system for the Internet for under $400. If you’re a lawyer you can put in develop a marketing system for under $400 at rainmakerlawyer.com in the search bar and you will find that podcast. That will help you create diversity in your Internet marketing.

The N in SPIN for diversity stands for networking. You should be very strategic in your networking because networking takes up a lot of time and most of us don’t have time to spare. Here’s how I encourage you to use your networking. You need to belong to three types of groups. You need to belong to a charitable organization, you need to belong to a civic organization, and you need to belong to a structured networking organization. Those are the three types of groups you need to belong to.

If you belong to a charitable organization, the only way you’re going to get business out of it is if you get yourself on the board of that organization and you help them make decisions for the allocation of their resources. That’s going to be difficult to do if you’re not prepared to invest a significant amount of money yourself. You must do that. Get on the board. Network with the people who are on the board and make sure that you add them to your follow up list for newsletters, your follow up list for contacts, for events at your office, that sort of thing.

Civic organizations like chambers of commerce or the rotary or organizations that give back to the community. I encourage you to take the same tact, follow the same strategy. Get on the board of directors, get on the board of some committees, get involved. Work with people who are influential in the community and add them to your newsletter list. Add them to your follow up system so that you make sure that you stay in touch with them over the long haul. Structured networking is great if you have the time to invest in building relationships. People who are in organizations like BNI. B-N-I, the letters. BNI stands for Business Network International. Or LeTip, that’s another networking group.

People who are in those organizations are there to pass referrals. If you choose to get involved with one of those organizations, know that you’re showing up once a week at a meeting and the meeting is highly structured and you must show up at least 80% of the time or they’re going to throw you out. Then, you need to invest time in building relationships with the people who are in the room along with you each and every single week. If you’re not prepared to do that then you shouldn’t join one of those organizations.

Here’s the thing. Your success in a structured networking organization is only going to be as good as the people who are in the room with you. Make sure you visit lots of chapters of each of those organizations. Make sure you speak with and interview who are in the room to determine what types of businesses they have and determine whether they’re a good fit for you. Networking, three types of organizations, and make sure you’re out and about and following up constantly with all the people who are in those organizations with you. That’s our topic of diversity, the D in the DUNCE marketing strategy. Remember, one way to get 100 clients is bad. One hundred ways to get one client, good.

The next letter in the DUNCE marketing strategy is urgency. Urgency. All too often I see people who get a lead or people who are contacted by a client and they don’t follow up quickly. There is only now. That’s the phrase I want you to remember when it comes to marketing. There is only now. If you don’t make a deal with that client, if you don’t get that client in the door today, you are going to lose out on the opportunity to do business with that client down the road.

Every client who calls into your office must receive a return phone call within two hours. It doesn’t have to be from you. It could be from an assistant, somebody on your staff, and they can say something to the effect of, “Mr. Lorenzo’s tied up with clients all day today. I’d love for him to take the opportunity to speak with you. May I make you an appointment to speak with him on Tuesday? May I make you an appointment to speak with him next week? May I make you an appointment to speak with him at 4:00 this afternoon?” That’s the response clients should get when you’re busy.

Having urgency and getting back to a client or addressing a client’s needs is not something that’s a sign of weakness. It’s not poor positioning. It’s something that is a sign that you respect people and you have respect for their time. You don’t, and I’ll repeat this because it’s really important. You don’t need to call these people back yourself. You merely need to have someone call them back and make an appointment for you to speak with them. Whether that appointment’s later today, tomorrow or down the road, a week from now if you’re in trial. It doesn’t matter. Just the fact that you’re getting back to them and letting them know when you’re going to speak with them live is good enough.

I also have to help you understand that urgency is created when you proactively communicate with the client. A client comes into your office and they want something that’s going to take a number of months. For example, these days we talk quite a bit to real estate attorneys about doing foreclosure defense or short sale process where you’re holding off the bank from foreclosing on your home while you try to sell it. The attorneys that we work with, work their way through this process and they’re dealing with banks which are a big bureaucracy. Quite similar to dealing with the government.

In this case, you need to be proactive and have your staff communicate with your clients each and every single week, “Here’s what we did on your behalf,” and they send emails or they leave voice mail messages, “Here’s what we’re going to do next week.” Even if you’re telling them that you reached out to the bank 15 times and left 15 voice mails on their behalf and you continue to try and call the bank and work something out with them. Your telling them what you’re doing helps them alleviate their sense of urgency and helps them keep from constantly calling you.

Proactive communication with clients, with perspective clients, and with referral sources, especially with referral sources, is critically important in your marketing process. Let’s say in the case that we just mentioned, you get business from realtors. Whether it’s home closings, residential closings or litigation matters that are referred to your by realtors. You must communicate proactively with them and keep them abreast of what’s going on on their matter or on the matter involving their client. If you do that, you will enable them to communicate effectively with their client and you’ll prevent them from calling your office 15 times. They will think that your ability to communicate is off-the-charts good. Even if you call them and say, “Here’s what we’ve done this week. There’s nothing new to report, but we did take several steps in order to make sure that your client’s case is progressing as rapidly as we want.”

That’s diversity, that’s urgency. Now let’s talk about the N in the DUNCE strategy and that’s new. Everybody wants to work on something or with someone that’s new. The shiny new object gets all the attention. You need to continuously dust off old ideas and make then new once again. Here’s how you can dust off old ideas and make them new. First, you can create a flashy new name to concept that’s been around for quite some time. You’ll notice that people who are successful develop systems, they develop names for things and they make them catchy. There’s a certain amount of cachet associated with the things that they do.

Take the ShamWow for example. You may have seen this product advertised by an obnoxious pitchman on TV. That ShamWow is simply a shammy cloth. Shammy cloths have been around for 25, 30 years. People use it to clean their cars. They use it to clean around their house. This guy came up with a fantastic name for it and he markets it as the ShamWow. It’s fantastic. It’s a shammy cloth. It’s a rag for goodness sake and he’s got a great name for it. There are thousands of products out there that are old products with a new name.

Your processes, your systems, you can come up with names for them that can make them seem shiny, attractive and new. If you’re the real estate attorney we were just talking about, you can tell people about your concierge closing practice where you communicate with the realtor and with the client on a daily basis, giving them progress from the time that they start on the file until the time that it’s closed. Whether it takes three days, three weeks, or three months, you’re going to communicate with them everyday because they’re part of the concierge closing process. That’s just one example.

Another way that you can make things seem new or attractive to clients is by offering them multiple testimonials. My friends out there who are listening who are attorneys, I have to tell you that testimonials are completely permitted in every state in the United States, every country around the world once you have a relationship with the client. You have a relationship with the client and you sit down with the client and you say, “I think you’re going to love our concierge closing process. Most of my clients do. Here’s the way it works.”

You explain the process to them, “Here are some letters of reference from people who we have successfully worked with in the concierge closing process,” and you hand them 30 testimonial letters from 30 happy clients, and you say to them, “Would you like the concierge closing process which is 100% more or our standard closing process which we have a few testimonials for and we’ve done good work on, but we don’t communicate as frequently or as often.” Obviously you’re going to do a better job of presenting the two, but you see what I’m trying to do here. You offer overwhelming testimonial support to make something old seem spectacular and new.

Another to make something that’s been around for a while seem new is through exclusivity. You simply tell people that you only accept a certain number of clients per month and then you hold true to that word, “Our concierge closing process is fantastic, but it’s so labor intensive on our part that we only allow five clients to enroll in the concierge closing process in any given month. This is the 15th of the month and we already have four clients. Would you like to be the last client to enroll in this process for this month? Or would you prefer our standard closing process?” Exclusivity is a fantastic way to make something old seem new.

Finally, luxury is a fantastic way to make something old seem new. Luxury can be created by packaging a product with other products and services or packaging a service with other services. Your concierge closing process can involve a limousine picking people up to and from the closing. It can involve also a bottle of champagne given to the people who bought and sold the home afterwards. It can involve closing right in the privacy of your own home where the paralegal or the attorney comes to you and brings you the documents and you sign them. That conveys luxury and that can make something old seem new. That’s the N in the DUNCE model.

The C in the DUNCE model stands for clarity. Clarity is enormously important when it comes to marketing. I see people mess this up all the time. Your message needs to be crystal clear and you should ask for only one action at any time from your clients. One action at a time. If you are speaking to a group of people and you want them to give you their contact information so that you can add them to your newsletter list, you offer them the opportunity to get a free CD in order for them to understand exactly how they can hire a lawyer who does what you do.

That free CD is available to them by passing their business cards through the center aisle. Once they do that, they will get their copy of the free CD and that’s the only offer you make to them, “If you want a free CD, pass your business card through the center aisle and I’ll be happy to give you a copy of this free CD.” That’s the only message you convey at the end of your talk. You don’t say, “Call me.” You don’t say, “Come to my office.” You don’t say, “Let me tell you about what I’m doing in my business.” You give them one message and one message only. That’s clarity. Every single marketing technique, every marketing strategy, every marketing message you use has only one focused call to action. That’s it. Clarity in your marketing. That’s the C in the DUNCE model.

Finally, the E in the DUNCE model is quite frankly the most important and this stands for external. Your marketing must be externally oriented. You do not start any marketing message, you do not start any talk or presentation, you do not start any communication with you and what you do. You start with the client and his needs and the pain that he’s feeling. You walk up on stage and you say to them, “I know why you’re here today. You’re here because each one of you owns a home that you wish you hadn’t bought at the price that you paid. All of you are facing staggering mortgage payments because your mortgages have adjusted and you don’t know what you’re going to do because you cannot make those payments. That’s what you’re facing and I’m glad that you’re here. Because we’ve got five ways that we can relieve this pain today.”

That’s external orientation. Every marketing message begins and ends with the pain the client is feeling, with the desire the client has, and you speak to how you help their pain go away. How you can help their desire be fulfilled. You don’t talk about your 150 years of combined experience. You don’t talk about how great and beautiful your website is. You don’t talk about the fine mahogany and Corinthian leather in your office. You don’t talk about any of that. You focus on your client, what he’s feeling, how you can make him feel better, and how you can improve the situation that he’s found himself in.

D-U-N-C-E. Diversity, urgency, newness, clarity, and external orientation. That’s the DUNCE marketing method. If you put it into practice today, you be anything but a dunce. You will be a marketing superstar and the clients will beat a path to your door. That will do it for this week’s episode of the Valtimax podcast. My name is Dave Lorenzo and I’d like your feedback and comments on this week’s episode. You can call me at 888-692-5531 or email me at [email protected] Here’s hoping you make a great living and live a great life. Bye-bye.

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How to Market On Line If You Are Cheap

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Internet Marketing System for Less Than $400 Per Month

Episode Summary

Are you cheap? It’s okay to spend less money. Here’s how you can market on line with a limited budget. It’s not the best you can do, but it is the best you can do if you don’t want to spend money properly.

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Marketing Tradecraft: Insider Secrets to Return on Investment

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Marketing Tradecraft: Insider Secrets to Return on Investment

Episode Summary

Do you want the inside scoop on how to get the greatest return on your investment in marketing? This episode of The Valtimax Podcast is for you. Listen today and learn the secrets only known to skilled practitioners.

Here is a transcript of today’s episode:

Marketing Tradecraft: Insider Secrets To Return On Investment

Hi there and welcome to another edition of the Valtimax Podcast. Today we are going to talk about marketing tradecraft. I named this episode “Marketing Tradecraft” because I’m going to take you behind t scenes and help you understand what marketing professionals do and what a marketing professional looks like so that you can number one, hire the best person to help you with your marketing, and then number two, so that you can work effectively with someone who’s doing your marketing. It doesn’t matter if you do your marketing in-house or you outsource it all to a consultant, or you outsource a portion to a consultant. Today what I’m going to teach you is the insider information, the stuff the pros know and the pros do.

In fact, what I’m going to teach you today is what the best of the best do. Quite a bit of it is going to be a conflict with some of the things that you know or you think you know about marketing. This is particularly true if you’re a lawyer. Now let me before we get into the specs and before I explain why if you’re a lawyer this is going to be very, very different for you, before I get into that let me stop and explain what the Valtimax Podcast is all about.

My name is Dave Lorenzo and I own two consulting companies. The first is Rainmaker Lawyer Consulting. In that firm we help attorneys make a great living and live a great life. We do this by focusing on business strategy, practice management, client acquisition, relationship development, productivity improvement, and everything that goes into the business aspect of running and managing and leading your law firm.

Valtimax Consulting is my other company. In that company I license the systems that I’ve developed over the years to other consultants, to people who help you regardless of the business that you’re in. If you’re an attorney and you are outside the scope of the type of law firm that I would work with, one of the my consultants will work with you through Valtimax Consulting. If you are a business owner, one of my consultants will work with you through Valtimax Consulting. These people are highly trained, educated on my systems that help business leaders make a great living and live a great life. They also help with leadership development, practice management, strategy and everything in between.

My two companies, my world, is focused on helping professionals deliver quality services that produce a high return on investment to their clients. The reason that I say you may be surprised, especially if you’re an attorney, is that there are so many hacks out there right now doing everything from social media consulting to search engine optimization, even the people who are doing direct mail and billboards and advertising. Public relations is another field where there’s a lot of hacks out there. I’m going to give you the down and dirty on how you can determine who the real pros are, and then how you can hold them accountable.

It doesn’t matter whether or not you hire me. My role would simply be to help you get the right professionals in place, then get the right results, or to teach your folks internally how to do this as it relates to marketing. I want you to learn how to hold people accountable for marketing strategy, for marketing tactics, and really for just the day to day running and operations of marketing programs that are designed to produce a high return on investment, produce money in the bank for you. What we’re going to talk about today is marketing tradecraft, some of the insider tips so that you can use to learn what marketing pros really do and you can implement in your law firm, in your business today.

Now, let me give you an example of the type of thing I’m talking about. I hear all these social media gurus all the time talk about social media, it’s fantastic, you have to have a Facebook brand page and you have to have a Google local page. This is going to drive all these people to your door to plunk down money. If you own a pizza shop and somebody’s searching on their mobile phone for pizza and they’re driving around in their car, they may stumble upon your Google places page and determine that they’re going to go to you right then and there. That may drive a direct sale, but social media is all about getting people into a relationship with you, and that requires that you get their contact information and you communicate with them frequently over time. If you’re trying to use Twitter, Facebook, Google Plus, Pinterest, Instagram, Flickr, any of these services to sell to people directly, you’re doing it all wrong.

I see people all the time advising clients, so-called marketing experts all the time advising clients to do this. I’ll tell you that good marketing tradecraft would say you take social media, you communicate with people and establish relationships with them, and then you make them an offer for information in exchange for their email address and their physical address so that you can continue the relationship offline, so that you can continue the relationship off social media, so that you can deepen the relationship off social media. That’s the real use. That’s how pros, professional marketers, use social media as part of their marketing mix.

This is what marketing tradecraft is all about. If you are being given the advice to use social media in any other way other than developing a relationship and getting people into a list where you can market to them in a more meaningful, more powerful way, have a deeper conversation, if you’re given any advice other than that, you’re being given the wrong advice with regard to social media. Today what we’re going to talk about is I have eight specific areas that we’re going to talk about marketing tradecraft within the confines of these eight areas so that you can discover how to hold people accountable for their behavior as they manage and run your marketing.

The first area is transparency. When you work with a marketing professional or you’re doing marketing yourself, everything needs to be transparent from start to finish. I don’t care what industry you’re in, but this is particularly important for lawyers. It doesn’t really matter what industry you’re in, transparency is phenomenonally important. Let me give you a couple of examples. First I’m going to tell you that if you’re working with a marketing consultant, they should be showing you and explaining what they’re doing every step along the way. I have seen big, big companies, particularly companies that do websites for lawyers, who do some very unethical hokey things behind the scenes in order to try and get the best results for their clients. They should be transparent and they should be telling you what they’re doing. When they tell you that they’re doing these unethical things you should put a stop to them. You should cancel your contract and walk away.

Now the response I get when I tell lawyers this is all the lawyers are doing it, it’s going to be a competitive disadvantage for me. What if you didn’t have a license? What if the Florida bar or the state bar association that you work for or work with, or that regulates you, discovered what was going on and they decided that you were going to be suspended or disbarred for these unethical tactics? Folks, I will tell you there are things going on right now. You can just look at Yelp. Yelp is suing a law firm for putting up false testimonials. They had people in their office writing testimonials on their behalf, and Yelp is suing this law firm.

If this were taking place in Florida there’s a very high likelihood that the person who’s in charge of that law firm would receive a bar complaint and could quite possibly be suspended or even disbarred for providing false information to the public about their services. That is so blatantly unethical I cannot even believe that a marketing practitioner would sanction that. Transparency is critically, critically important. You need transparency between the person who’s providing the marketing services to you and transparency between you and your audience.

The number one rule of marketing, any marketing, is do not lie. The truth is always the best marketing. If you cannot find a competitive advantage without lying or misrepresenting your services, you do not deserve to be providing services to the public. I’m going to say that again. If you cannot find a legitimate competitive advantage to your services without lying or embellishing the truth, you do not deserve to be providing services to the public. Rule number one is do not lie, and be transparent about everything that’s going on. Your marketing professionals should adhere to that code of conduct when they provide services to you and you in turn should adhere to that code of conduct when you provide service to your clients.

I want you to do this for me right now. Unless you’re driving, I want you to take a note right now and look at the bios on your website regardless of what business you’re in, particularly if you’re a lawyer. Look at the bio on your website. Does that bio contain 100% truthful, verifiable information? It’s a yes or no answer. If there’s anything in your bio that is not truthful or if there’s anything in your bio that cannot be verified easily, it has to be removed because you’re not being transparent. I will tell you that this will come back to bite you 100% of the time. Besides being the right thing to do, it has negative marketing implications. You must, you must perform that exercise right now.

Area number two, and this is a clear differentiating factor between true marketing professionals and those who are shall we say hacks: frequency of communication. The marketing theory behind more communication with clients, prospective clients, or referral sources is more communication is always better than less communication. I’m going to say that again. More communication is always better than less communication. The example I always give is the relationships in your life. Take a look at the relationships in your life, the relationships you have with people you care about, your spouse, your brother, your sister, your mother, your father. Are you better off when you communicate with them more frequently or are you better off when you communicate with them less frequently?

What if you ignored your spouse and only communicated with him or her once a week? What would happen to your relationship? It would fall apart. What if you ignored your mother, your father, your sister, your brother, and only communicated with them once a month? What would happen to that relationship? It would fall apart. Would it be stronger if you communicated more frequently? Absolutely. Yet I see marketing professionals all the time giving the advice, you only want to send out one email a month because if you send out too many emails people will unsubscribe.

If people don’t want to hear from you, you’re right, they will unsubscribe. But if they unsubscribe, that’s the best thing that ever happened to you because they’re not interested in the first place. If you send out an email every day or five emails a day, and there are 20 people reading the five emails a day you’re sending out, those 20 people are likely to become clients, or those 20 people are likely to refer business to you. Those are the only people we care about. Regardless of what size your list is, if you send out an email every week and 50% of the people opt out of it, that was 50% of your marketing that was wasted anyway.

Frequency of communication is a good thing. You should communicate with your clients, your prospective clients, and your referral sources as frequently as possible. The only thing that should limit the amount of communication you provide to your audience are there’s two things. Number one: physical capacity, your physical capacity to create communication. Number two: your ability to say something interesting and relevant to them. Those are the only things that should limit your capability of developing good content that’s relevant to them and your capacity for delivering that content. Those are the only two things that should limit the amount of communication you maintain with your clients, your prospective clients, and your referral sources. That’s it. Communicate with them every day if you can. Communicate with them once a week, which is preferred. Communicate with them once a month at minimum. If you’re interesting and relevant, people will participate in a dialogue with you as frequently as possible.

I will tell you that you’re going to see marketing consultants out there who disagree with that advice. Those people are not professionals. Those people do not know what they’re talking about. If you believe that you should communicate with people with less frequency than that, then you haven’t done the research. I don’t have time today to get into the exact research. There’s all kinds of statistical data that proves this point. I don’t have time to get into it today. You can look it up if you’d like, or you can hire me and I can share it with you. Quite frankly, communicating more frequently is a sign of a good marketing professional. Advising to communicate less frequently is a sign of a hack.

Number three is focusing on return on investment. This drives me nuts. I hear from people, particularly people in radio or people who are in print advertising, or people who do pay per click advertising, they talk about number of impressions, they talk about hits to a website, they talk about the amount of traffic they receive, and they talk about it as if those metrics mean anything. None of those metrics in and of themselves mean a damn thing. What matters is money in the bank. It’s the return on investment. If I spend 10% on pay per click advertising, I better receive $11 in new business so that I get a positive return on my investment. If I spend $100 on a print ad in a daily business magazine, I better receive $101 in return or I don’t have a positive return on my investment.

That’s all that matters when it comes to marketing. Your investment in marketing should produce a positive return on investment. Then you prioritize your marketing dollars based upon the marketing vehicles, the delivery systems that provide you with the highest return on investment. If you have a direct mail campaign that produces a 50% return on investment and you have a pay per click campaign which produces a 60% return on investment, and you have a speaking tour that you have to have somebody in your office administer and set up but it provides 100% return on your investment, and you can only invest in one thing, you better believe you’re investing in the speaking tour because that 100% return on investment is the best place to spend your dollars.

Marketing professionals are bamboozled by this kind of language. This is business talk and this is big league business talk. This is how we prioritize marketing initiatives at my firm. I work with my clients and look at the marketing initiatives that are producing the highest return on investment. If you’re spending $5,000 a month with a website provider and you’re not getting $10,000 a month worth of new business from your website, that’s probably a crappy investment because it’s tying up a lot of your money. Even if you’re getting $5,001 back, your return on investment, that money is not working hard enough for you. Yet your website provider is never going to talk about a return on investment. They’re going to talk about traffic. They’re going to talk about hits. They’re going to talk about your page position in Google. I hate when people focus on those things because it makes it seem like there’s some importance to that.

You cannot take those things to the bank and you cannot spend that at the grocery store. Return on investment is all that’s important, and those people who talk about anything other than return on investment from marketing being the be all and end all, those are people who you do not want to work with. The most important thing is return on investment. Now let’s talk about, briefly, branding.

This is a big one for me. Anybody who talks about branding vs. return on investment is not a marketing consultant you want to work with. Let me explain to you why. Branding works for large companies. If you’re Coca-Cola, you’re Apple, you’re General Motors, you’re Microsoft, branding is going to be highly effective because they have significant budgets and they can put their brand in your face thousands and thousands of times and you will know what their brand stands for because they burn it into your mind. If you’re Joe, Frank, and Sal’s law firm, you cannot advertise with enough frequency to burn that brand into the mind of the consumer so that when they need a lawyer for their house closing, which they’re only going to need two or three times in their life, they remember who you are. They’re just not going to remember it.

Branding is a bunch of crap for small businesses and for law firms. If you are spending a significant amount of money building a brand, you should take that money and spend it targeting people who can actually use your services today, and you should make them an offer to use your services today. If you’re working with a professional, a so-called marketing professional who’s telling you to focus on branding, you need to run away from that person as quickly as possible because that’s not good marketing tradecraft for a professional services firm or a small business. Branding is a bunch of crap. I talked about that in great detail a couple of podcasts ago, so I’m really not going to get into it that much here.

Let’s talk about lead generation and let’s talk about what, and I touched on this briefly too, let’s talk about what real true marketing professionals are focused on. Real true marketing professionals are focused on getting contact information and continuing a conversation and dialogue when it comes to lead generation. Your social media campaigns for example should all be driving people to landing pages where you offer something that’s highly valuable from an education marketing perspective. You should offer a free report, a free CD, a free DVD, a free video, something that encourages them to give their name, email address, and preferably their mailing address. That’s what you’re looking for with your lead generation.

You’re not looking to sell somebody something right out of the gate. Your social media should not say call me if you have a personal injury case. It should not say call me when you get your next DUI. It should not say call me if you need to get a will done. What it should say is enter your contact information here for your free report, five things you need to know before you hire a criminal defense attorney to work with you on your DUI case. Or, call me to get your free report, seven things you need to know about asset protection for doctors. Or, call me for your free CD, 30 things you need to know about getting divorced in Wisconsin.

These types of campaigns are phenomenonally powerful, because what happens is people get the information from you, they consume your information, and they immediately place you on a pedestal as an expert. Most marketing professionals will not to give you the advice to take a two-step sales process. Step one: generate the lead. Step two: nurture that lead and then make an offer. That two-step process is the difference between an expert marketing and an amateur marketer.

If you are currently hitting people in the mouth with call me when you’re going to get divorced, call me when you get a DUI, call me when you want to do a will, if you’re hitting people in the mouth with that type of advertising, you may get a client half a percent to 1% of the time. If you’re using the two-step process, call for your free report, call for your free video, call for your free DVD, or enter your contact information here for your free report, free video, free DVD, if you’re using that process you will be far more effective, probably a thousand times more effective than the person who’s just hitting them with the message to use their product or service.

The difference between true marketing tradecraft and hacks, somebody who’s participating in true marketing, somebody who knows true marketing tradecraft will use a two-step marketing process. Somebody who’s a hack is just going to go for the sale on their first try. This next point, very brief, very easy.

When it comes to marketing, you own all the content. If you’re working with a website provider and they’re putting content up on the website for you … I would highly encourage you not to do that, but if they’re writing the content for you you should own that content. There are a ton of website providers out there right now who do this for attorneys. The attorneys I guess don’t read the contract. The website provider owns the content. That’s absolute crap. I hate it. These people are unethical. You’re paying for it, you own the content.

Essentially what they will do is if you pull the plug on them, they’re going to take that content and give it to somebody in the same practice area as you and use your own stuff, everything that you paid for to compete with you. In fact, they probably did that with the last guy. That’s the content that you’re getting right now. That content is out there floating around somewhere right now. You’re going to get recycled content. This is so unethical yet a lot of web companies do this each and every single day. If you pay fort content and someone else writes it, you own that content. That’s the sign of a marketing professional. Anyone else who does that is a hack.

Milestones and outcomes are clear. We touched briefly on return on investment. Now I want to tell you about milestones. If you’re talking about hits to a page and then conversions to a landing page, all those things are great. The marketing professionals should tell you based upon the performance of past campaigns what you can expect. They should be able to tell you how many people are going to view your ad and how many people will opt in to get your free report. They should tell you approximately how many people should convert. They’ve done this before. They should know those numbers.

Those are called milestones. The marketing professionals should know them and they should be able to recite them to you. If they can’t, fire them immediately, hire somebody who can. If the person inside your firm is running marketing, they should know those things and they should be able to tell you with some degree of certainty, with a margin of error, whether or not the campaigns are on track based on those milestones.

The financial incentive for you to succeed should be in existence between you and your marketing professional. If you’re paying your web company $2,000 a month or $5,000 a month to do search engine optimization for you, to provide content, all the things that I talked about. If you’re doing that and it’s a flat fee of $5,000 a month let’s say, what’s the incentive for you to get more clients? There is none other than the fact that you’ll fire them, but they probably have you locked up to a ridiculous two or three or five year contract.

True marketing professionals who are confident in their performance will not lock you up to a long-term contract. I very rarely have long-term contracts with my clients. The longest-term contract I’ve ever done is probably a year or 18 months, and that’s if we’re doing something that’s really special and whether build some sort of a long-term campaign and it requires a long-term relationship. It’s only when I’m working with multiple people in a law firm. If I’m coaching people, different story. If I’m coaching six people in a law firm I need a one-year contract because it may take me three months just to get the information out of these people in order to help them.

That’s fine, but if I’m doing some sort of task oriented marketing, you’re hiring me to manage the development of your website and then you want me to on a monthly basis monitor your content, help you make tweaks to the content, coach you on improving that, that’s always going to be month to month. The reason why is because I want you to be able to stop our relationship at any time and say listen, this is not working out. I want to go with somebody else. Because I want to put my money where my mouth is. I want the incentive to be there for me to constantly provide you with a high level of success, with a phenomenal return on investment.

That should be expected of any marketing professional. Now when we work with law firms we cannot participate in the upside. We cannot participate financially in the success of the law firm. Lawyers in just about every state in the United States, every state that I know of in the United States, cannot share fees with non-lawyers. We can’t per se put our money where our mouth is, but when it comes the other businesses, we will absolutely participate in the upside and we’ll develop a bonus structure or some type of incentive structure for our performance to be in line with your performance. Any really good marketing professional would be happy to do that, thrilled, absolutely thrilled to do that.

Finally, you should work with someone who knows the rules of your industry and is an ethical practitioner. I wish there were a certification process for marketing professionals. I really do. I wish there were a certification process for consultants. I wish there were a certification process for “business coaches.” There are organizations out there that claim to provide these certifications, but essentially they’re just people who are going through an online course and pointing and clicking with a mouse in order to complete their certifications.

There are just so many unethical people out there that you have to be very, very careful who you hire. When you interview marketing professionals you need to make sure they understand the laws and the rules related to your industry, the laws and the rules related to marketing. I’ll give you just a couple brief examples. First let’s take lawyers. When you work with lawyers, each state in the United States has their own advertising rules. A professional who’s working with you on a consultative basis needs to understand the rules of each state. They need to brief themselves and then brief you on the rules and the ethical guidelines as to what you can do with your marketing.

Now in other industries the law still applies. You cannot commit fraud. For example, the guidelines I give you about testimonials, those aren’t just guidelines. Those are rules. The FTC in the United States regulates use of testimonials. There are a whole list of disclaimers that you must include if you’re using testimonials in your marketing. Rule number one always applies, and that’s the truth is the best form of marketing. If you’re truthful and you disclose everything that you would normally disclose when you’re starting a relationship and you want it to be productive, nine times out of ten you’re going to be fine. The marketing professional that you work with should be fully versed in the rules, regulations, and ethical guidelines of the marketing that you’re employing.

If you fail to ask questions up front and that person violates those guidelines and they get you in trouble, that’s on you because you hired them and you let them act on your behalf. Let me sum up by saying that there are hundreds of highly qualified expert marketing professionals out there. I’ve given you in the last 28-29 minutes, I’ve give you some marketing tradecraft, some behind the scenes activity that marketers look at and that marketing consultants focus on when we work with our clients. True professionals will adhere to all of these guidelines.

When you develop a marketing department in your own business, you should be adhering to these guidelines as well. I encourage you today to go back and review this audio program, take notes on it, and immediately implement these guidelines so that you can be more successful and deliver the results you deserve. That will do it for this week’s episode of the Valtimax Podcast. My name is Dave Lorenzo and I’d like your feedback and comments on this week’s episode. You can call me at 888-692-5531 or email me at [email protected] Here’s hoping you make a great living and live a great life.

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Eight Predictions for Integrated Marketing Communications

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Eight Predictions for Integrated Marketing Communications

Episode Summary

This is the episode where Dave Lorenzo makes bold predictions about the future of integrated marketing communications. Listen to this episode of the Valtimax Podcast and see if he was correct.

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How to Hire the Best

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How to Hire the Best

Episode Summary

Have you ever wondered why some companies thrive and others struggle? The secret is in the employee selection process. This episode of the Valtimax Podcast addresses that specific challenge. Listen today and avoid making costly hiring mistakes in the future.

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Six Strategy Questions that Predict Your Future Income

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Six Strategy Questions that Predict Your Future Income

Episode Summary

One of the most underutilized strategies in marketing is repetition – specifically sequential marketing. Don’t know what it is? Don’t know how to use it? This is the podcast for you.

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Secrets of Sequential Marketing

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Secrets of Sequential Marketing

Episode Summary

One of the most underutilized strategies in marketing is repetition – specifically sequential marketing. Don’t know what it is? Don’t know how to use it? This is the podcast for you.

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Answer These Three Questions and Get Anyone To Do Anything

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Why, Why, Why? Answer These Three Questions and Get Anyone To Do Anything

Episode Summary

Do you want to be a person of influence? Learn the answers to these three questions and you will be able to get anyone to do anything.

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Ten Disciplines of Leadership

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Ten Disciplines of Leadership

Episode Summary

Are you ready to be a leader? Do you have what it takes? This podcast will give you some insight on the qualities required in order to be a successful leader.

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