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Action Plan Marketing
Mastery
Program
The
Marketing Mastery Program - Spring
2011
April
2011 to March 2012
Please
note that the Marketing Mastery Program for 2010 is
now full.
The
Marketing Mastery Program is a one-year marketing
and business acceleration program for Independent
Professionals.
Would
you like to increase your income by $100K this year
- despite the economy?
This
program is not for beginners in business. It is
for those who already have achieved a certain level
of success in their business and want to take it to
a new level of success and achievement. The Mastery
Program will include a wide range of professional
service businesses, from coaches to consultants,
accountants to executive recruiters, from designers
to writers.
Is
this you?
•
You already have substantial success in
your business
•
You are committed to making a measurable
contribution to your clients
•
You want to dramatically increase your
income/success
•
You want to leave a legacy with your
business
Everyone
wants more success, but at what price? If you
are working longer hours with more clients,
spending more time in marketing activities and not
having a life outside of your business, what's the
use? That's not Marketing Mastery.
Isn't
this what you want in your business?
•
You work fewer hours but make more
money
•
Your marketing is very focused and
effective, taking minimal time
•
You can always take on more business
relatively easily
•
You have a good work/life balance and
business is fun
Objectives
of the Program
In this
program you will learn and implement the three key
disciplines of HEOB (High-End, Outcome-Based)
Marketing:
1.
You will develop a complete HEOB program
designed to deliver measurable bottom-line
results to your clients. I'll work with you
hands-on to create and articulate this program,
including written materials.
2.
You will create and implement a step-by-step
marketing plan to successfully promote this
program or service to your ideal clients. I'll
help you get up to speed as quickly as possible
to put your plan into action.
3.
You will master a proven selling system
designed to convert qualified prospects into
paying clients. For many, this is the key to the
program. Ultimately we'll help you set up more
selling conversations with qualified prospects.
In
addition we'll focus on these other key
areas:
4.
Goals, Project and Time Management - I'll
work with you on managing your projects and
time. The program will give you a lot more
things to do and you'll learn ways to fit it all
in with less stress. This will include a simple
but powerful time and project management system.
5.
Marketing Mindset - I'll teach you
advanced skills for overcoming any limiting
mindset related to marketing and business. I
want to make sure that limiting attitudes and
beliefs are not holding you back.
6.
Marketing Technology - I'll give you the
tools and step-by-step "recipes" for
implementing any marketing activities that
involve online technology, from autoresponders
to email management, from teleconferences to web
pages.
Results and Benefits You Can Expect
The
Marketing Mastery Program is about increasing
your business and learning the systems and tools
that will enable you to keep marketing effectively
year after year. But it's also about having a
business that you enjoy and clients that you love
working with and making a contribution to. Here are
some other benefits and results you can expect to
achieve through the Marketing Mastery Program.
Take
your business to the next level (whatever that
is for you). In the first stages of the
program you will create a focused vision and
specific goals for your business, including
financial and project goals.
Create
a momentum in your business and marketing that
is unstoppable. This includes mastering the
art of "Getting Unstuck" so that no
circumstances, either external or internal can
stop you. You will gain the ability to be
detached from obstacles and engaged in moving
forward.
Have
balance in your life. This means managing
your time and energies so that you run your
business, your business doesn't run you. It also
means loving your business and making a lasting
contribution to your clients and
community.
Make
Marketing and Business Development Fun.
Anything can be fun once you know how to do it
and can create consistent results. The same goes
for marketing. It's really fun when you can
attract as many clients as you need with
relative ease.
Discovering
the Power of Affiliation and Collaboration.
Often the best way to promote your business is
to leverage the relationship you have with
others. We'll show you how to create these kind
of affiliations.
How
to Create Marketing Experiences. Once
someone has experienced who you are and what you
do, it's a lot easier to turn them into a paying
client. We'll help you design and implement
these marketing experiences.
Finding
Your Power as a Marketer and Business Owner.
Power comes from doing and producing results.
When you know you can implement a plan that
automatically brings in new business, you'll be
freed up to focus on the needs of your clients
instead of scrambling for new business.
Two
Big Things that Make the Mastery Program
Different
What
makes this program different? After all, there
are many ways, workshops, books and programs that
could help you with your marketing.
1.
The Participants
The
key difference in this program is the level of
the participants. This is not a marketing
program for beginners. It is for those who
already have substantial business success. It is
also for those who have already applied the
Action Plan Marketing principles to their
businesses. They have a web site, they are
attracting clients and they are
growing.
In
the current Marketing Mastery Program,
participants have worked productively
together to brainstorm, share resources and
expertise, give emotional support and even to
create joint venture projects.
2.
The Hands-On Coaching
The
information, strategies and techniques in this
program are proven to help you get new high-end
clients - if you use them. But that's the
problem with most programs, courses and books.
The information goes in one ear and out the
other. It's rarely translated into action.
In
the Mastery Program I go beyond information,
strategies and techniques and work with you
closely and intensively to make sure you
implement what you learn. Each step of the way
you'll get training, guidance, and coaching to
put what you've learned into action. As a
result, this program ensures you get
results.
To
listen to the impact the current program has had
on participants, you can listen to a
teleclass at this link: Mastery
Intro TeleClass - Case
Studies
Why
do professionals at your level need a program like
this?
Because
you want to take your business to places that your
current efforts will simply not get you. You
know the kind of work it took to get your business
to where it is now. It wasn't easy. And along the
way, you got support in the form of books,
programs, coaching and workshops. (Or perhaps you
were one of the rare few who did it mostly on their
own.)
What
I discovered (a lot later than a I wish I had),
is that some kind of structured support makes
all the difference. But not all support is
created equal. Some support is rather random,
with a few ideas and inspiration here and there.
This might be good for a business just getting
started, but isn't sufficient to build a solid
business that brings in a substantial income
month in and month out for years on end.
We
tend to go only as far as our current knowledge,
plans and limitations.
With
new knowledge, plans and attitudes, what we can
accomplish is virtually unlimited. Sadly,
very few people even reach a fraction of their
potential in their businesses (or other areas of
their life, for that matter).
Within
the structure of the Marketing Mastery Program,
you will enter a "high stakes game" where
you'll play and work at a level that you have
rarely experienced.
In
the Marketing Mastery Program you
will:
•
Step outside your comfort zone and take
on projects that you once considered impossible.
•
Work with your clients at a level of
commitment and excellence that will
accelerate their results (and your income)
beyond the expected.
•
Get past limiting beliefs, states of mind
and behaviors that have been holding you back
for your whole life.
•
Experience wins and successes that are
not just episodic, but that are repeatable and
predictable.
•
Feel true satisfaction and fulfillment as
a business owner that will spill over in to all
areas of your life.
How
do you know if you're right for this program?
As I've
said, this program is not for everyone, it's for
InfoGurus who are more advanced in their
businesses. Typically participants in this
program fit the following criteria.
1.
You are an InfoGuru or Professional Service
Business. You may serve small or large
companies and sometimes individuals as a coach,
consultant, trainer, designer, or writer, as
well as financial and employment professionals.
2.
You are successful in your business already.
Typically participants are making $100K or
more in their business already (although we may
accept those who are making up to $75K,
depending on other factors).
3.
You are disciplined and are good at getting
things done. You demonstrate this by your
quality and consistency of work, and high
standards of integrity. You likely exercise
regularly, manage your life well and are
interested in personal growth and life balance.
4.
You are a lifelong learner. You are focused
on discovering ways to make things work better,
make a bigger contribution and earn more money.
You want to take your business to a whole new
level of success and workability.
5.
You have the ability to market yourself, but
have an inadequate marketing and selling
system. Despite your success, you have built
your business mainly by word-of-mouth and some
random marketing activities. But you now realize
that if you are to earn more, work fewer hours
and develop and sell higher-end programs, you
need a proven marketing system that will help
you take things to the next level.
Some concerns or fears you may have
It is
quite an undertaking to join a one-year program!
Above all else, you want to make sure you get
the value you're looking for and actually gain the
skills to market and sell yourself more
effectively, not to mention implement these ideas
and grow your business successfully.
Here
are a few of the concerns past participants have
raised:
Will
the information in this program address my
needs? Will I be able to apply what I
learn?
If
you are an InfoGuru, that is someone who
provides expertise to solve problems and produce
results for your clients,
the
information and marketing models taught in this
program has been used successfully with hundreds
of people over the 25 years I have been working
with clients. If you are willing to make the
effort to learn and apply this information, it
will work for you.
Will
the other participants be quality business
people?
I
make a great effort to screen the people who
participate in this program.
They
are successful, professional and fun people! You
will learn as much form them as you will learn
from me. You'll have ample opportunity to work
with the other participants, through the group
coaching sessions, the workshop and your
mastermind group.
What
if I get stuck? After all, I've avoided
implementing marketing up to this point! How can
I be sure I'll implement it during the Mastery
Program?
Good
question. The short answer is, we hold your feet
to the fire and give you continual support in
moving into action. In
the first part of the program before the
workshop you'll create a series of powerful
written marketing materials. Everyone completes
them. And you get hands-on support to make sure
it happens. After the 3-day workshop you'll have
detailed marketing action plans that we'll work
on together step-by-step. And if you get stuck
for any other reason, you'll get the coaching
and support you need to move forward.
Is it
really possible to increase my income by $100K
or more?
It's
not only possible, but many of the past
participants have surpassed this goal,
with
just one to four new clients they wouldn't have
gotten otherwise. However we cannot guarantee
that everyone will hit this goal during the
program; some will reach this goal after the
program ends. It depends upon your commitment
and effort. But we are always focused on
supporting you in taking the marketing actions
that will increase your chances of success
compared to trying to accomplish this on your
own.
What
if I don't like the program (for whatever
reason)?
I
can't guarantee you'll always like the
program.
In the program we push you past your comfort
zone. We make you question your limiting
beliefs. We challenge you to do things you've
never done before. And this isn't always fun!
However I want to assure you that I'm always
working to make this program not only an
effective vehicle for growing your business, but
an experience you will remember and value for a
lifetime. Although it won't always be easy, the
final results will be more than worth the
effort.
One
thing is absolutely
guaranteed:
You'll spend a lot of time laughing as you
learn. I take this program and the participants
seriously, but I try not to take myself too
seriously, and one of my big priorities is to
have fun myself. I note that if I'm having fun
everyone is getting the value they came for.
The
Structure of the Program Includes:
1.
Two Mastery Group Sessions by teleconference
(and often webinar) per month. Each meeting will
be approximately 90 minutes long. Sessions will
be recorded if you need to miss a session.
2.
One (or more) small group meeting per month
with your "Mastermind Group" of 3-4 program
participants. We'll match you with compatible
participants and provide guidelines for a
regular mastermind group where you'll work on
assignments, share expertise and resources and
give support in moving forward.
3. A
minimum of one individual meeting with
Robert Middleton by telephone each month.
Depending on what you are working on, we often
schedule them more often. Sessions are typically
60 to 90 minutes.
4.
Feedback on materials and answering questions by
email. Robert is available to you for
anything you need during the course of the
program.
5. A
Marketing Mastery Report sent to Robert
every month, logging the progress in
implementing your Marketing Plans.
6.
Participation in the Action Plan Marketing Club
- using the materials and resources in the
Club as needed. If you are already a member, I
suspend your membership fee for a year.
7. A
3-day Intensive Workshop - "The HEOB Marketing
Blueprint" - (described directly
below).
8. A
weekend Wrap-Up Workshop where we get
together to celebrate our successes and make
plans for the future. Held at the end of March
2012.
8. A
Special Vacation Bonus - See below for
details.
Three-Day
"HEOB Marketing Blueprint Workshop"
Held
at the Presentation
Conference Center
in Los Gatos California (near San Jose) in
May 2011, we will work together intensively for
three days to convey the fundamentals of the
HEOB Marketing System. Here's the basic outline
of the workshop.
Weds
Evening - May 18 - In-depth review of
written marketing materials (you will already
have developed these materials before the
workshop.)
Thursday
- May 19 - Marketing Conversations,
Marketing Plans, Setting up Mastermind
Groups
Friday
- May 20 - Marketing Strategy How-tos,
Appointment setting, pricing, Overcoming
Client Fears, Marketing Mindset
Saturday
- May 21 - The High-end Selling Process,
Project and Time Management.
The
workshop includes all food and lodging.
You just have to get yourself to the SF Bay
area and show up!
After
the workshop we will work together in the
Mastery Program to implement the principles
you've learned to make the HEOB System of
marketing a reality, not a theory.
A
description of the structure of the program,
however, really doesn't do it justice. You
will be immersed in a process of marketing your
business in a whole different way and be
supported in following through and making it
happen.
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Thank
you again for the workshop last week!
I have to tell you that it was one
of the best things I have ever done in
my professional career (27+ years). I
thoroughly enjoyed being with such a
smart, talented, motivated and funny
group of people. Best of all, they are
all out there trying to make a
difference. It was truly inspiring for
me and my business.
- Lisa Collins - Luminaria Wealth
Strategies
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Program Vacation Bonus
You
expect most products and programs to come with
bonuses, but not THIS bonus. For everyone
who is accepted into the Marketing Mastery
Program, you will get a
complimentary one week vacation in my condo in
Mazatlan, Mexico.
I only use the condo one or two weeks a year and
I thought, "Why not? The people in this program
will need some vacation time as well!" Airfare,
etc. is up to you, but the value of this is
$875. You need to take advantage of this before
the MM Program ends in March 2012.
See
details on the Condo here.
Dates
of the Program
Program
Launch - The official program launch will be
on Mid January 2011. That's when the program
will open for applications.
Teleconference
Sessions - Starts on early April 2011. Twice
monthly (on Wednesday afternoons) through March
2011. You'll get the complete schedule available
to you once you apply.
Workshop
Intensive - Mid to Late May 2011 - Located
in the South San Francisco Bay Area. (see
details above) Dates: Weds eve May 18 to
Saturday May 21. (mark your
calendars)
Individual
Coaching Sessions - Scheduled monthly (or
more if needed).
Fee
for Program
Once
you apply for the Marketing Mastery Program, I
will send you the fee and payment terms.
Please don't ask me what the fee is before you
apply. I break the fee down into affordable
monthly payments.
Why I
don't share the fee with you before you
apply? Some people feel this is
manipulative, to trick you into applying. No,
the reason is that the answer to the question,
"Do I want to do it?" is a completely different
question than, "Can I afford it?" If you really
want to do it, you'll find a way to afford it.
But if you think you can't afford it first, you
may give up on your interest in doing it.
So,
do you want to do it? If so, please apply.
Then you'll receive the price and you can
determine if you can fit it into your budget or
not.
The
application for the Mastery Program will be
posted on this page in January 2011.
Learn
more about the Marketing Mastery
Program
What
would happen in your business if you offered
High-End, Outcome-Based programs? It can
transform your business. You will not only earn
more money, you'll be working with more of your
ideal clients and making a bigger contribution.
These two teleclass recordings are a great
introduction to developing, marketing and selling
high-end programs. I've also included a slide show
on the complete HEOB process.
Get
these two recordings and slide show on HEOB
Marketing
1.
Recording #1 -
"Marketing and Selling High-End-Outcome-Based
Services." This covers the basics on how to
develop, market and sell these kind of programs
and services.
2.
Recording
#2
- "HEOB - Case Studies" In this teleclass we
talked with six people who are successfully
marketing and selling high-end programs in their
business. This includes many hands-on approaches
to developing, marketing and selling these
programs.
3.
HEOB
Slide Show
- A slide show from my presentation at the
ICF Conference in December on "Marketing and
Selling High-End-Outcome-Based Services" These
slides are a good companion to both
teleclasses.
Claim
Your Recordings
To
get your recordings and slide show, just fill
out the form below. There is no cost for
these recordings.
Also, if
you are interested in being notified about the
upcoming Marketing Mastery Program,
please fill out this form.
All the
best,
Robert
Middleton
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