Robert
has been working with Independent
Professionals to help them attract more
clients since 1984.
His
focus is on working with those who are
committed to making a difference through
their businesses.
Robert's
marketing models systems, processes,
strategies and techniques are known for
their simplicity and effectiveness and
their ability to be implemented quickly
and easily by any professional service
business owner.
Robert
is a consultant, coach, designer, writer
and speaker. He is the author of the
online bestsellers, "The InfoGuru
Marketing Manual and the Web site ToolKit.
His weekly eZine, More Clients goes out to
almost 50,000 self-employed professionals
and small business owners.
Robert
lives with his wife Saroj in the redwood
forest of the Santa Cruz mountains,
California, with a river in his back yard.
When
not running his business, Robert is a
collector and listener of jazz with over
2500 recordings in his collection.
The
Action Plan
Marketing Club The
Action Plan Marketing Club is a complete online
marketing membership site for
Independent Professionals designed to train you in
the fundamentals of consistently attracting more
clients.
The
three reasons you are notattracting
as many clientsto
your business as you'd like:
If
you're an Independent Professional and want to grow
your business, there's a good chance that you are
not attracting as much business as you'd like.
Most small businesses and self-employed
professionals attract new clients through
word-of-mouth. But when the economy is down,
everyone is cutting back and saving money for
essentials. And often word-of-mouth slows down or
dries up.
In
a bad economy, you can't wait for business to come
to you. You need to be proactive and go after
business. But a majority of small businesses have
three things that stop them from attracting
businesses. Are these three reasons true for
you?
1.
You don't have a marketing system in
place.
Doing
marketing activities isn't something that just
happens. It's something that you learn,
develop, practice, and plan for. The good news
is that marketing is relatively easy to learn.
There are certain principles, skills and
practices that almost anyone can learn with a
little application. I've seen many people over
the years who were not good at marketing who
actually become quite proficient at it and
ultimately learned how to attract as much
business as they ever needed.
2.
You are disorganized and unfocused.
Even
if you have some marketing skills and know the
basics of what to do, how often do you
implement marketing on a consistent basis? If
you're like most Independent Professionals it's
hit and miss. That is, you engage in marketing
activities such as networking, or you give a
talk if you're invited, but not in any organized
kind of way. Very few approach marketing their
services as a game that can be played and won
every single time. And because your marketing is
inconsistent, you get inconsistent results. The
good news is you can learn the rules of the game
and how to play to win.
3.
You are afraid of being rejected.
This
is the number one fear that holds people back
from effective marketing. You network but
don't follow up. You give talks and wait for
people to call you. You've written a few things,
but you avoid really putting your ideas out
there. Variations on the fear of rejection
include fear of looking bad or doing it wrong,
or not knowing enough. Your default position is
to hold back and be careful. You risk very
little and therefore the return is small.
Ultimately fear paralyzes your marketing
effectiveness. Can you overcome this fear? Of
course! More below.
Yes,
I know this was a little blunt. But you'll
never be a better marketer of your services and
attract more clients if you don't tell the truth
about where you are now. If you don't admit your
marketing is a mess, you won't seek the solutions
to get your marketing act together and on track.
The
Three Solutions
If
those are the three marketing problems, there must
be three solutions, right? Most definitely. The
three solutions are:
1)Learn
the skills of marketing and developing and
implementing your plan. You must understand and
be able to implement the basic how-tos of
marketing yourself. Nothing will substitute for
this.
2)Get
organized and make marketing a system instead of
a series of random activities. This takes a
certain amount of discipline and persistence but
it's something you can do.
3)
Become
fearless so that virtually nothing stops you
from reaching out and communicating about your
services. Often the most challenging, but as
I'll discuss below, you can do this as
well.
Well,
that was simple, wasn't it?
But
where and how do you learn those three skills?
And how do you learn these things in a way that
really works, that isn't hype, that doesn't
compromise your integrity, that you can fit into
your schedule, and that you can learn relatively
quickly?
After
all, if your business isn't growing and you feel
like the recession is creeping up on you, you
had better learn these things as quickly as
possible. Not only that, you want to master these
things without it costing a fortune. All of that is
a tall order. The good news is that it's all
possible.
A
Complete Approach to Attracting
Clients
Over
the years I've helped thousands of people be better
marketers of their services. I've consulted and
coached people individually, led workshops,
conducted programs by teleconference and
facilitated "hybrid" marketing programs that
included group and individual training and
coaching.
What
I've discovered are several things necessary to not
only teach these three essentials of marketing
success, but to make them stick. After all, you
probably already know several marketing techniques,
but are you successful at implementing them
consistently and successful?
Here
are the essentials I've discovered over the years
as a result of a lot of trial and error.
1.
The marketing information you learn must be the
right information.
That
is, it needs to be based in practice, not
theory, and be sufficiently detailed so that
you can actually apply what you learn. Another
way of saying it is that what you learn must be
how-to oriented and easily applicable to your
situation.
You
can learn this kind of information from many
books, workshops and audio programs. There's a
lot of good information out there.
2.
You need time to learn and absorb this
information.
Like
learning anything, you need some repetition
and also the opportunity to practice what you
learn in order to develop real skills.
This
can't be learned in books and courses. It's
something you have to dedicate yourself to over
a period of time. With time you build those
skills.
3.
You need support, feedback and coaching.
You
can only go so far by yourself, even with the
best information and practice. But it
doesn't do you much good if you are not
practicing correctly and making mistakes that
result in poor results. Those who are committed
to excellence always find outside structures of
support.
This
might be a coach, consultant or trainer who can
work with you directly, teach you the skills you
need to learn and then give you feedback and
encouragement as you progress. This kind of
support is also widely available. The downside
is the cost.
So,
is there a way to combine all of these? Can you
get the how-to marketing information you want and
feedback and support you need? And can it be
offered as an all-in-one, value-packed, and
affordable package that will also be easy to learn
and use?
Yes,
I believe it can!
A
comprehensive and affordable approach.
In
late 2008 I asked myself how I could create such a
program that would meet all of these requirements
and still be very affordable. Ultimately, after
much research and many conversations, I realized
the best solution to this challenge would be a
marketing membership club that could serve a large
number of people, and yet offer it at a price
anyone could afford.
What
kind of marketing club would I want to
join?
I
asked myself, "If I joined a marketing membership
club, what would I want? What would keep me
coming back? What would give me real
value?"
The
answer was simple:
I'd
want a unified and proven marketing and selling
system and I'd want an ongoing flow of ideas
and support to help me implement what I'd
learned. I'd want solid information from trusted
marketing experts and I'd also want an
opportunity to interact and brainstorm with
other members and get feedback on my marketing
ideas, plans and materials. And I'd want it to
be so affordable that price wasn't an
issue.
I'd
also want the club to be very affordable.
I'd also want an choice between a monthly
membership and membership for a fixed period.
No,
I'm not easy to please!
So
I created a marketing membership service that I'd
want to belong to! I called it the
Action
Plan Marketing
Club,
and below you'll learn about how it works, what it
includes and how you can join.
I
just want to say I have found the club
a treasure trove of ideas!! I have
relished the depth of materials to
explore!
Your
checklists will no doubt help those who
feel overwhelmed... but the amount of
material is a PLUS not a minus to me!!
The audio material is the huge
treasure since I download and
listen while I'm doing office or house
chores.
Maybe
it's b/c I'm in a very niche market
with a steadily growing business (I'm a
hospice RN/writer who develops and
publishes educational products that
hospices use with their clients
http://limbertwig.us ), but the
plethora of resources provided by the
club allows me to zero in on the weak
spots in my marketing plan -- then
develop a systematic plan to get
better. I've LOVED it!
Follow-up
has been the most challenging thing for
me and what I'm focused on presently -
developing systems where follow-up is
on auto-pilot. You've helped so
much!
Thank
you for such a low-price plan that
provides so very much for anyone who is
willing to thoughtfully do the
study. Being financially
conservative and allergic to snake-oil,
I would have never tried a higher
priced system on the first go. But now
that I've seen the VALUE of this
system, I would be willing to pay more.
So your contribution-factor indeed
works!
I
*love* the expert interviews. It's
great to hear the different messages
and "takes" on marketing and
entrepreneurship. In fact, they are one
of my favorite parts of the club. AND
they helped me find a coach I intend to
work with more closely within the next
year due to her focus on
socially-responsible
businesses.
Your
work is GREAT and the club is truly
generous. Keep up the great
work.
Leigh
Wilkersen, RN
Club
Home Page
What's
Included in the Action Plan Marketing
Club?
The
Action Plan Marketing Club includes the following
six key components:
1.
The Fast Track to More Clients
Program
2.
Monthly Expert Interviews with top marketing
experts
3.
Monthly live Marketing Coaching Calls with
Robert Middleton
4.
Marketing Discussion Group and
Forum
5.
Marketing Articles and Reports
6.
Valuable Marketing Resources
Fast
Track Program
Here's
Everything You'll Get:
1.
The Fast Track to More Clients
Program
At
the center of the Marketing Club is The Fast Track
to More Clients Program which is based on my
one-day Fast Track Workshop. However, unlike a
workshop were all the material comes at you
rapid-fire, over several hours on one day, you can
pace yourself as you study the modules of the
program.
There
are seven modules which all include both a written
and audio tutorial. There's also a workbook for
taking notes and doing exercises. Let me tell you
what's covered in the seven modules.
1.
Marketing Game
In the first part you'll learn the rules to the
game of marketing and how to attract clients by
communicating with clients as you "go around the
bases." This model will remove most of the
mystery of marketing and turn marketing into a
repeatable process instead of random activities.
2.
Marketing
Mindset
This is where you learn to work through all your
resistance and fears of marketing. In one
powerful and proven process you'll finally
understand why marketing is so hard for you and
what you have to do to make it easy and fun. For
many, this is the most powerful part of the
program.
3.
Marketing
Messages
The heart of marketing is how you communicate
the value you offer to your prospects. This
takes a particular type of language I call
"Marketing Syntax." Here you'll learn how to
develop messages that get the immediate
attention and interest of your prospects.
Learning the principles in this part will change
how you communicate about your business forever.
4.
Marketing
Conversations
Once you have the attention of a prospect you
need to learn what to say and do to move them
around the bases until they are ready to meet
with you and explore working with you. In this
part we break down the parts of a Marketing
Conversation and show you exactly what to say
and when to say it.
5.
Selling
Conversations
When a prospect is ready to explore working with
you, you're ready for a Selling Conversation.
This pivotal section of the program gives you a
detailed 12-step process for conducting meetings
(in person or by phone) that converts prospects
into a paying clients.
6.
Marketing
Information
On the path to securing a new client you not
only need to master Marketing Conversations, you
need to provide the right information to educate
the prospect about the value of your services
and persuade them to take the next step. In this
part you'll learn exactly what to put into your
written marketing materials.
7.
Marketing
Strategies
This is where the rubber meets the road in
marketing. These are the marketing activities
that get your message out there and take the
process step-by-step through the process of
becoming a client. I cover three marketing
strategies in depth and give you the template to
develop and implement any strategy.
8.
Marketing Action
Plans
Finally, your marking Action Plan is designed to
break your Marketing Strategy into doable steps
that you can accomplish easily. You'll learn the
eight steps to any successful marketing
plan.
Value:
$249 (What the live Fast Track Workshop sold for.)
The
Fast Track Program, as I said, is the heart of the
Marketing Club. The Fast Track Program is a
complete, step-by-step marketing system for
Independent Professionals. All the other parts of
the club that follow give support to the materials
in the Fast Track Program.
The
format of the program includes pdf files and mp3
audio files. All you need to do is click to
read or play. You can also download the pdfs to
your desktop and print them out and download the
mp3s to play on your iPod or other mp3 player.
Expert
Interviews
2.
Monthly Interviews with Top Marketing
Experts
I
interview a top marketing expert on a relevant
marketing topic twice each month (and sometimes
more). All topics will be focused on marketing
principles and how-tos for Independent
Professionals. We'll cover a wide range of topics
and strategies that will be immediately applicable
to your business. Many of them are detailed
marketing action plans in themselves.
All
interviews will be recorded and transcribed and
made available online to all Marketing Club
Members. There are already more than a dozen of
these Expert Interviews available on the club site.
All
recordings will be in downloadable Mp3 format
that you can listen to on your computer,
download to your computer, or burn to a CD or an
Mp3 player. Transcripts will be in pdf
format.
Here
several of the interviews already included in the
Club:
•
How to Gain More Attention by Making Yourself
Approachable
•
How to Make Your Services Essential by Finding
Your Life Purpose
•
How to Write Articles that Drive Traffic to Your
Web Site
•
Social Media Marketing - LinkedIn, Facebook and
Twitter
•
How to Make Your Writing Easier, Faster and
Better
•
Selling to Big Companies: A Guide for
Independent Professionals
•
The D.A.R.L.I.N.G. Formula - Secrets to
Effective Networking
•
Branding for Independent Professionals - 7 Steps
to a Money-Making Brand
•
How to Build Your Own 'Coaching or Consulting
Empire', of Products, Programs and Live
Events.
•
Creating a Powerful Marketing Message with an
"Ultimate Outcome"
•
Filling the Relationship Pipeline
•
Secrets to Attracting More of the Right
Clients
•
The Art and Science of Telephone
Follow-Up
•
Value Pricing Your Services
•
Getting You and Your Business
Organized
All
of these interviews are 60 to 90 minutes long
and all include complete transcripts from 35 pages
to 55 pages. Over the years, my interviews have
sold separately for $29 or more. You get $638 worth
of interviews the day you join the club!
Monthly
Value: $58 per month (two interviews)
Marketing
Coaching Calls
3.
Monthly live Marketing Coaching Calls with Robert
Middleton
This
is a 90 minute teleclass dedicated to training and
coaching you to be a better marketer of your
services. The coaching call will be based on
questions and issues you have about marketing your
services. We will cover any and all topics related
to marketing a professional service business.
All
coaching calls will be recorded and posted online
on the Marketing Club web site where all
members can have access. We'll include an outline
of everything that was discussed on each call so
that you know what to expect.
All
recordings will be in downloadable Mp3 format
that you can listen to on your computer,
download to your computer, or burn to a CD or an
Mp3 player.
We
already have 5 Coaching Calls on the Club site that
go into even more depth on the marketing ideas that
make a difference to you business. Value - $792.
Monthly
Value: $99 per month
Marketing
Discussion Forum
4.
Marketing Discussion Forum
This
Discussion Group and Forum is a place to post
questions, get feedback and interact with other
Independent Professionals who want to grow
their businesses. I'll be interacting regularly on
this group and will answer questions on an ongoing
basis. Any topic regarding marketing, selling,
online marketing, web sites, web 2.0 or anything
else are fair game for the Marketing Club
Discussion Group.
You
will also get actual feedback on:
•
Targeting your ideal market
•
Defining a compelling, outcome-based
service.
•
Developing an attention getting marketing
message
•
Your web site - structure, design and
content
•
Your marketing strategies and plans
•
Your selling process and closing
skills
For
many club members, this will be the most valuable
component. You'll be able to get your questions
answered as you need them. In addition, the
discussion group has an archive of over three years
of questions and answers already posted. You can
even search for topics within the discussion group.
Value:
$49 per month
Marketing
Articles and Reports
5.
Marketing Articles and Reports
Once
or twice I'll write an in-depth article or report
on some aspect of marketing your business.
Topics will include how-to strategies and tactics
not covered in the Fast Track Program or the Expert
Interviews.
I
am always researching the leading edge ways to
attract more clients utilizing both online and
offline marketing methods and will share ideas with
you as I learn them. I'll also include articles on
how to successfully integrate marketing activities
into your business and keep your life
balanced.
In
addition, I'll accept some articles and reports
from the Club members. Again, I'll make sure to
seek out leading-edge ideas that can help grow your
business.
Value:
$29 per month
Marketing
Club Resources
6.
Valuable Marketing Resources
This
will include a multitude of things, from links to
specific marketing programs and products to
recommendations of various services to help you
with your marketing. There will also be an archive
of sample marketing materials such as Executive
Summaries, articles, case studies and marketing
plans that you can use as models for your own
business.
The
resources section will also include offers on
special Action Plan Marketing programs
available to Club Members with a membership
discount.
Value:
Impossible to quantify
Total
estimated monthly value for everything in the
Club:$235+
(Plus
the $249 value of the Fast Track
Program.)
As
the club grows and I get feedback from members,
I'll add other components and find ways to make
things more interactive. Bottom line, I will make
this the most valuable marketing resource for
Independent professionals available anywhere at any
price.
How
Does Membership in the Action Plan Marketing Club
Work?
OK,
you've read or scanned all the information above.
Now please take a minute to read every word of
what follows.
There
are a number of reasons to check out the Club now
at absolutely no risk to you.
1.
You get the Fast Track to More Clients online
program worth $249. This is my state-of-the-art
(love that phrase, don't you?) system for
attracting clients. This stuff is proven. It
works.
2.
You get 26 Expert Interviews. That's about 39
hours worth of hands-on, how to marketing stuff -
the equivalent of about a week of business
workshops (what would that cost you?) Not only
that, they are fun, engaging and above all
practical and stuff you can actually implement.
3.
You get 9 recordings of Coaching Calls where I
work with the participants on the call to really
get into specific client-attracting how-tos. These
are so clear and hands-on that they compel you to
make changes in how you market your services. If
you wanted to work with me personally at any cost,
you couldn't. But in this intense monthly coaching
call I give you my best stuff and don't hold back.
4.
All the other material in the Club. Articles,
Reports, Support Forum, etc.
Now,
what's all of this worth? Here's my rough
estimate:
Fast
Track Program: $249
Expert
Interviews: $29 X 26 = $745
Coaching
calls: $99 x 9 = $891
Total
= $1,885
OK,
you may or may not think this material is worth
that much. I happen to agree. I think it's
worth a whole lot more.
Just
think, if you apply just one or two of these ideas
that helps you get a few more clients this year,
what would that be worth to you? $1,000,
$5,000, $10,000?But since you're not paying
$1,885 but only $29 for the first month of the
Club, the chances are you won't value it that much.
Some
people join the Club for a month and don't even
look at the material in the Club! And there's
so much material that they get overwhelmed and
don't know where to start.
Relax.
Here's an action plan on what to do.
1.
Join the Club for the first month for $29.00.
This takes a credit card and about 3-5
minutes.
2.
Visit the Club and first watch the quick Club
Orientation Video that explains how to get
the most value from the Club.
3.
Then proceed to download as many of the Mp3s and
PDFs from the Club to your computer as you want.
Yes, take it all. It's all yours for that
$29.
4.
Now that you're not worried about losing all
that material or getting behind, start to work
through it just one part at a time. It's
simple to follow. Listen to the audios or read
the transcripts, or both.
5.
Commit to doing one little thing each week to
improve your marketing based on what you've
learned. Not 10 things, not 100 things. Just
one. (If you happen to do more, no
problem.)
OK,
that's it. Couldn't be simpler. You have the
opportunity to transform your marketing, attract
more clients, make a bigger contribution to your
clients and more.
So
what are you waiting for? (order form below
pricing info)
What
is the membership fee for the Marketing
Club?
I've
set up the Action Plan club memberships to be as
flexible and as affordable as possible. Here
are the various membership options:
Five
Membership Categories - Choose the one
best for you
Fee
1.
Monthly
Membership
- monthly fee
$29
If
you get a monthly membership,
you
will be automatically charged $29 per
month. You can convert to a fixed
membership at any time. Your last month's
fee will be refunded.
2.Three
Month
Membership
- one-time fee
$79
3.Six
Month
Membership
- one-time fee
$149
4.
One Year
Membership
- one-time fee
$289
5.Lifetime
Membership
- one-time fee
$399
If
you get a three month, six month , or one
year
membership,
you'll get complete access to the Club for
that period. After this expires you can
renew at any level you wish.
All
memberships can be converted to lifetime
memberships.
You'll get a full credit if you convert to
lifetime within one month.
Summary
of everything you get when you join the
club:
What
is included
APM
Marketing Club
1.
The
Fast Track to More Clients
Program
2.
Fast Track Workbook - Step-by-step
guidelines
3.
Ability to review Program Materials (read
and listen)
4.
Additional
Support Materials (recordings, forms,
links, etc.)
5.
Expert Interviews with Top Marketing
Experts
7.
Monthly Live Coaching Call with Robert
Middleton
8.
Marketing Discussion Forum (with personal
feedback by Robert
Middleton)
9.
Marketing Articles and
Reports
10.
Additional Marketing
Resources
11.
All of this available NOW (instead of
waiting weeks or months for a
workshop)
I've
just joined the Marketing Club. At
first I thought I would just peek
inside and cancel out after one month.
But I found wealth of priceless
materials - study guides and mp3
recordings. I listened - and gosh,
it's way above my best expectations!
They are what I didn't even dream
of, as I didn't know such systems
of attracting customers and closing
sales exist. I'm delighted with the
club and your teaching methods, and I'm
hungry to study all those
materials!
I
invite you to check out the club for no risk. If
you are not 100% thrilled with the Club, you can
cancel your membership and receive a full refund.
We'll give you a full 45 days. For the Lifetime
Membership, you get a 90-day guarantee.
Join
below now
Yes!
I'd like to join the Action Plan Marketing
Club.
Click
on the link below and you will be taken to
a page where you can choose your level of
membership:
(PayPal
Notice: Sorry,
but we are unable to accept PayPal for the
monthly membership. You may use it for
fixed period or lifetime
memberships.)
I
look forward to participating with you in the
Action Plan Marketing Club!
All
the best,
Robert Middleton
P.S.If you're not sure the Action Plan Marketing
Club is for you, I understand. You may not be
sure you'll take advantage of everything it offers.
But by joining now you have nothing to risk. With
our 45 day guarantee, you can discontinue your
membership and get a full refund of what you've
paid, no questions asked and no hard feelings.
Join
here today.
Questions
and Answers about the Action Plan Marketing
Club
Q
- Why have you made this a membership
club?
A
- Well, like a gym membership or country club,
the benefits come from long-term involvement. One
workout session won't do much for you! It's also
like a school. It takes some time to master the
principles and practices of successful marketing.
This is one reason workshops give rather limited
value - you get a lot of ideas but there's no
continuity or long-term support. With the club,
you'll get all the information you want and support
you need to attract more business
consistently.
Q
- How do I get the most value from the
Club?
A
- One lesson at a time. At the heart the Club
are the Fast Track Program and the Expert
Interviews. Listen and read one at a time. Really
absorb the lessons and do the exercises after each
one. In this way, you'll gain the most value. And
then, for coaching, feedback and support, be on (or
listen to) the Monthly Coaching Call and ask
questions or request support as you need it on the
Discussion Forum.
Q
- What if this approach to marketing doesn't work
for me?
A
- Here's one way to look at it. The Fast Track
Marketing System is how marketing works. It's not
arbitrary, random ideas about marketing. It
consists of seven time-tested principles. Learning
this information is like a doctor learning the
basics of anatomy and how all the body's organs
work. Without a solid grounding in this
information, you're not a doctor. And without a
solid foundation in the Seven Marketing Principles,
you won't be a competent marketer of your services.
It will work for you unless you have no real
interest in growing your business.
Q
- What topics for the Expert Interviews can I
expect?
A
- In the Marketing Expert Interviews we'll
branch off the main marketing principles and get
deeply into hands-on marketing strategies. Some of
the topics planned include the
following:
•
How to Sell Big Ticket Services to the
CEO
•
Online PR Strategies That Increase Your Web
Traffic
•
How to Use YouTube Videos to Improve Your Search
Engine Standing
•
How to Create Your Own Online Radio
Station
•
How to Get Bigger and Better Clients With a
Published Book
This
is just a beginning. We already have some of these
recorded and several interviews set up. We'll offer
hands-on and how-to marketing topics you can apply
to your business.
Q
- If I sign up, can I leave when I want
to?
A
- Yes, with the monthly membership. You get
access to everything online right away. If you
think it's more than you can handle, let us know
and you won't be charged for the next month. Or if
we charge you for the next month and you don't want
to continue, just let us know and we'll refund that
month's fee and stop your membership. Or you may
belong to the Club for several months and then
decide you've absorbed all you can and want to
leave the Club. No problem.
Q
- Is there a membership guarantee?
A
- Yes, after you join, you can try out the club for
up to 45 days. If you don't want to continue, we'll
refund you for your 2 $29 payments. If you join one
of the fixed period memberships, you have 45 days
to ask for a full refund. If you want to
discontinue your lifetime membership, within 90
days you'll get a 100% refund.
Q
- How many members are in the Club right
now?
A
- There are about 650 members as of
early-August 2009.
At
the center of the Marketing Club is The Fast Track
to More Clients Program which is based on my
one-day Fast Track Workshop. However, unlike a
workshop were all the material comes at you
rapid-fire, over several hours on one day, you can
pace yourself as you study the modules of the
program. 
