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Ian Brodie



Generate Leads · Build Authority · Win Clients



Last Build Date: Mon, 23 Apr 2018 22:34:00 +0000

 



How To Make The Time For Marketing: The Ultimate Guide

Mon, 16 Apr 2018 21:44:40 +0000

Of all the problems I hear from people struggling to win enough clients, probably the most frequent is “I just can't find the time for marketing”. It's an insidious problem. No matter how smart you are, no matter how brilliant the marketing strategies you're trying to implement: if you can't find the time for them then you won't get results. And it's such an easy trap to fall into. If we're not naturals at marketing we probably don't know how to do it efficiently. And we probably don't enjoy it, so we kid ourselves that we're doing OK, we have […]

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3 Relentless Trends That Are Disrupting Marketing

Sat, 29 Jul 2017 22:44:35 +0000

A little while ago, after being named by OpenView Labs as one of their Top 25 Sales Influencers – their list of “25 of the most powerful thought leaders in the world of sales management, lead generation, and more” – I wrote an article on 3 relentless trends that are disrupting marketing. Let's take a look to see how they turned out… The first big trend I identified was that our clients just have so much less time available than ever before. Now I'm sure you've noted this for yourself. We're all busier and busier these days. But it's a […]

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5 Things I Wish I’d Known About Authority When I Started My Business

Tue, 18 Jul 2017 21:38:44 +0000

I‘m sure you've noticed that becoming seen as an authority or “go to expert” has become rather fashionable as a marketing strategy. It seems that no matter what new tactic, tool or technique is being promoted, one of the main selling points is always that it will help you become seen as an authority in your field. Write a book and become seen as an authority in your field. Do guest blog posts and become seen as an authority in your field. Do a podcast and become seen as an authority in your field. Be everywhere on social media and […]

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Does Your Website Make This Critical Mistake?

Wed, 12 Jul 2017 14:38:42 +0000

Back in the late 1990s I had one of those “duh” moments. I was attending a workshop on selling consulting services run by my employer, Gemini Consulting. One of the core lessons from the workshop was the observation that your sales processes should be based on how your buyers buy, not on how you want to sell. “Duh”. Simple. Obvious. Yet I hadn't thought of it like that at all. Fast forward to today and that simple observation still applies to sales processes both offline and online. But does your website really match how your buyers buy? In particular: What […]

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Loyalty Does Not Exist

Tue, 04 Jul 2017 00:23:12 +0000

That's a bold statement, isn't it? An exaggeration for effect, sure. But I bet, like me, you've sometimes wondered whether clients really are all that loyal. Well, now there's hard data to back up our gut feeling. The results don't make for pleasant reading. But they do tell us what really works if you want to grow sales (especially in business-to-business). But more of that in a second. Let's back up to set the context so this all makes sense. Last week I headed over to Washington to attend the CEB‘s 2017 Sales & Marketing Thought Leader Roundtable. A rather […]

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How To Get More Customer Reviews And Testimonials – The Ultimate Guide

Wed, 14 Jun 2017 17:02:51 +0000

If you've worked in a service business for any length of time you'll know the power that customer testimonials can have in shaping buyer decisions. Especially when the service is expensive, intangible and new to the buyer. As eConsultancy showed recently, 61% of customers read online reviews before making a purchase decision and that results in an average sales uplift of 18% if you use reviews on your site. And as I showed in my recent article on how to get star ratings to appear in the Google search results, having those reviews visible in the search listings can give […]

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[Podcast] Chris Laub on Market Research to Build Deep Understanding of Your Ideal Clients

Wed, 14 Jun 2017 00:25:37 +0000

Today's podcast is a great follow-on from my recent article on the first steps to becoming an Authority where I highlighted that the first step is to understand your ideal clients and what they care about. In the podcast, I talk to copywriter Chris Laub about the steps he follows when he's researching a market. And in particular how he does 1-1 interviews to build deep insight into potential clients. In the podcast Chris shows you when research works well and when it doesn't, what sort of questions to ask to get beneath the surface and find real insights, and […]

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Media Files:
https://media.blubrry.com/authoritymarketing/moreclientspodcast.s3.amazonaws.com/Chris-Laub.mp3




The Proven Path to Building Authority: Getting Started

Tue, 06 Jun 2017 16:30:57 +0000

There's no doubt in my mind (and my experience) that being seen as an authority in your field is the best way for people in expert businesses like consultants, coaches, trainers and other professionals to win more high-paying clients without having to become marketing geniuses or spend all their time on sales. But of course, becoming seen as an authority is easier said than done. New: Click here to register for my FREE 5-Day Authority Challenge. In just 5 days you'll learn what it really takes to become seen as an Authority and build your roadmap to get there. Late […]

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The Tools I Use To Run My Online Business

Mon, 01 May 2017 23:36:31 +0000

Probably the question I get the most emails on is some variant of “what's the best X?”. What's the best email marketing system? What's the best landing page builder? What's the best shopping cart? And, of course, there's no one right answer for everyone. What suits a full-time online marketer with a team behind them isn't the same as what suits a small solo business with limited time to do their marketing in. And personal preferences play a role too. But what I can tell you about are the tools I personally use. These are the ones that I've tested […]

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[Podcast] Brent Adamson on Winning Business with Commercial Insight

Tue, 28 Feb 2017 09:42:12 +0000

Brent Adamson of the CEB is back :) You may remember my podcast with Brent from a few weeks ago where we looked at his research into the “Challenger Customer” and its implications for selling high-value products and services. You might also remember that we touched on the concept of “Commercial Insight”. It's perhaps the most effective method for individuals and firms to both differentiate themselves vs competitors and motivate their potential clients to take action. So I got Brent back for a second interview to dive into more details on Commercial Insight. In the interview we talk about: What […]

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Media Files:
http://media.blubrry.com/authoritymarketing/moreclientspodcast.s3.amazonaws.com/brent-adamson-commercial-insight.mp3




How to Get Star Ratings for Your Site in the Google Search Results

Wed, 25 Jan 2017 12:14:10 +0000

Ever done a Google search and noticed that some sites have star ratings next to their listings, while most don't? If a site is showing up as 4 or 5-star, it's going to get more clicks than sites with no stars at all. And people visiting the site are going to be going there with a good impression before they even land on the site. And although Google don't release details of their algorithm, many SEO experts believe that having good star ratings and reviews can help you move up the search results. If nothing else, because people are more […]

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[Podcast] Mark Williams on the Big Upcoming Changes in Linkedin

Fri, 13 Jan 2017 00:38:54 +0000

If you market and sell your services to other businesses then the chances are you use Linkedin. Probably a lot. If you know how to use it, it can be a really effective system for finding contacts and referrers to begin a high-value relationship with. And someone visiting your profile can be the first step towards them making contact. But the whole Linkedin interface is about to change… Only 22% of Linkedin users are active once a month or more frequently. Contrast that with 66% of Facebook's 1.79 Billion users who are active daily and you can see that Linkedin […]

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Media Files:
https://media.blubrry.com/authoritymarketing/moreclientspodcast.s3.amazonaws.com/Mark-Williams.mp3




[Podcast] Danny Iny on the Huge Opportunity in Online Education

Thu, 05 Jan 2017 20:06:52 +0000

If creating online courses is on your agenda for 2017, this podcast is a must-listen for you. In it, I discuss the current huge opportunity in online education with Danny Iny, founder of Mirasee and author of “Teach and Grow Rich” which is about to be published in its second (expanded) edition. We cover: Why there's such a big opportunity right now in online education as it becomes more mainstream. How to transition from delivering live services to online courses, and what to focus your courses on. The impact of sites like Masterclass.com with celebrity trainers like Aaron Sorkin, Dustin […]

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Media Files:
https://media.blubrry.com/authoritymarketing/moreclientspodcast.s3.amazonaws.com/Danny-Iny.mp3




[Podcast] Brent Adamson on the Challenger Customer

Wed, 21 Dec 2016 01:36:53 +0000

This is a special podcast. Partially because my guest, Brent Adamson of the CEB, is such an expert and entertaining speaker. But perhaps more because the topic is so critical. As I mentioned in Why Being An Expert Won't Get You Clients, we're in an era where it's becoming tougher and tougher to sell premium solutions to our clients. Time and time again a service we know will bring huge benefits is turned down in favour of a cheaper option, or the client just doesn't move ahead and do anything. It's not just because of the way we're marketing and […]

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Media Files:
http://media.blubrry.com/authoritymarketing/moreclientspodcast.s3.amazonaws.com/Brent-Adamson.mp3




Being Seen as an Expert Won’t Win You Clients. Here’s Why.

Sat, 17 Dec 2016 18:42:05 +0000

There's been a big trend in the last few years that says that the way to win clients as a professional service provider is to become seen as a leading expert in your field. As a result, more and more professional services marketing has become focused on creating mounds of content which showcases and proves the expertise of the service provider. It makes sense, in theory. When clients want help for complex, tricky problems, they call the best expert they can find. Or do they? Let's give this idea a little reality check. Think about the last few times you […]

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Three Steps To Get More Email Subscribers From Your Website

Fri, 23 Sep 2016 00:13:05 +0000

You don’t need me to tell you that a responsive email list is the key to winning clients and selling products online. For every clickbait headline from some attention-seeking guru proclaiming that email marketing is dead, there’s a ton of studies and analysis showing that email still drives exponentially more sales than any other channel, and is the preferred method of business communication across all age groups. But, of course, knowing that building a responsive email list is key to your success and actually building one are two very different things. In my early days online I did what most […]

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The 9 Biggest Web Design Mistakes That Will Lose You Clients

Mon, 12 Sep 2016 16:38:25 +0000

Ever been impressed with someone when you meet face to face, see them speak, or talk over the phone; only to visit their website and feel let down by their online presence? Wonder if that might be happening when people first visit your site? It probably is if you're making some of these big web design mistakes. Your website is the hub of your online marketing activity, and it's your clients' window in to your world. An effective “Client Winning Website” can have a big impact on your ability to attract and win clients. A bad one can put them […]

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7 Powerful Curiosity Building Strategies To Get Your Audience To Take Action

Tue, 23 Aug 2016 00:27:54 +0000

Last week I had a bit of a brain freeze and forgot to send out the email notifying everyone of the new 5 Minute Marketing Tip video. Oops! But it gave me the chance to try a little experiment the next day. One of the key methods to increase the open rates of your emails, clicks through to your articles and reading past the headline on your sales pages is to build curiosity. Remember Gary Bencivenga's formula: Interest = Benefits x Curiosity. So I tested a straightforward subject line of “Get more engagement and interest from your customers and prospects” […]

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