-•- HomeOfficeDigest.com Newsletter - Issue 172 -•-
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WEALTH WARNING
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The attitude today in the U.S. seems to be "spend now, save 
later." Although Southeast Asians save more than 30 percent 
of their income, we only save about 4 percent. If this keeps 
up, we are going to have a serious problem.


FEATURED ARTICLE
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Subtle Marketing Strategies
by Burt Dubin

How To Generate a Relentless Flow of Inquiries For Your 
Services 

Most wanna-be speakers and too many working professional 
speakers struggle, sweat, and suffer. For these folks, 
getting each booking is like getting a root canal job. 
How do I know? That was me in '83. Smile and dial. Smile 
and dial. Smile and dial. It was no fun. I wondered if 
I'd ever make it. 

This doesn't have to be. You don't have to struggle, 
sweat, and suffer. You don't have to roll that stone 
up the hill every morning. As Dan Kennedy told me, you 
don't have to be a pest. You can make yourself a welcome 
guest. You can make your phone ring. 

For me, this started at my first NSA Convention in 1984. 
There, in a General Session, I heard Jos. J. Charbonneau, 
CSP, CPAE say magic words. They burned into my consciousness. 
"If you want to be a master, study what the masters have done 
before you. Learn to do what they have done and have the guts 
to do it-and you will be a master, too." 

>From the depths of my being-from my longing to make a 
difference, my thirst for speaking success, and my hunger 
to get my career into orbit-I listened to these words of 
wisdom. I studied the masters. I drank deep at their wells 
of wisdom. And I took action. 

Here's one lick of the ice cream cone. Here's a sample of 
my findings. Here's some of what I did to savor success. 
Along the way I discovered my potential. You can make this 
discovery for yourself. Here. Now. In this article. 

1. Adjust your attitude: You remember the emphasis on 
the attitude of a spacecraft as it returned to Earth's 
atmosphere. If the attitude was not right, the spacecraft 
would burn up upon reentry as would the astronauts inside. 
This would never do. Here's your attitude adjustment: 
You're a marketer first, an expert next, a speaker last. 

2. Choose your niche: There's no point in being a fine 
marketer until you have expertise to offer. And your 
expertise has gotta be in a specific niche. A niche where 
folks with cash in their jeans recognize your value and 
are willing to invest in what you alone know. Here's how 
to select your niche: Identify the topic or issue in 
which you're willing to do endless and ongoing research 
for a market with the means to pay you. 

3. Recognize your legacy: Your legacy is your heart message. 
It is what you feel deep in your bones. It's the core wisdom 
you want to leave behind when you depart from this plane. 
Here's what to do with your legacy: Blend it with your nuts 
and bolts expertise. This tapestry makes you unforgettable, 
gets you asked back. 

4. Decide how you will market: Anybody can do outbound. I 
did it for years. Earned and received mid 4-figure fees. 
Then I wised up. Out of every 10 speakers who are hired by 
decision-makers, only 1 direct-market their way in. Get 
this! 1 out of 10. That's all. 

I prefer to be among the 9 in 10 who are invited to speak. 
Here's my take on how best to get yourself invited to speak: 
Be recognized as an expert. Do this by writing articles, 
columns, newsletters, books. 

5. Take the bit in your teeth: Be relentless. Incorrigible. 
Get a bulldog blood transfusion. I'm not kidding. (I'm the 
world's only Certified Transfusiologist.) My clients get 
their bulldog blood transfusion from me over the phone lines! 

6. Surrender to your purpose: There's no substitute for 
this. Surrender to your purpose as you do to your lover. 
This spirit of giving, of giving from your essence, of 
giving unstintingly and without reserve produces magical 
results. 

7. Don't go it alone: Get yourself a guide, someone who's 
been down this rocky and magnificent path before. 

------------------------------------------------------------
Burt Dubin, a 20 year veteran of the business of speaking, 
coaches and mentors speakers and wanna-be's world-wide. For 
samples of his wisdom, simply go to his web-site, 
http://www.SpeakingBizSuccess.com or e-mail Burt at 
burt@SpeakingBizSuccess.com. Down-load some of the 20 FREE 
articles and 26 FREE newsletters. 1 Speaking Success Road, 
Kingman, Arizona 86402-6543, USA. Phone 1-800-321-1225. 
Fax 928-753-7554. 
 
 

TREASURE TIP 
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All work and no play makes Jack a dull boy. Don't forget to record
the money you spend for entertainment as a regular expense.


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