18th Wake-Up Call Stresses Greene

It isn’t easy being green, but when Bob Moran spoke at the 18th Wake-Up Call session February 8 at Borders Books, Music & Cafe, he showed his audience how to find Green and keep it. Drawing from his popular book, How to Make and Keep Profits, he shared some obvious points that nonetheless bear repeating.

Differentiate yourself by doing the obvious. Return phone calls. Give away tickets to sporting events. Ask about the potential client’s family.

Know the people on the Board if you’re dealing with a non-profit or not-for-profit organization. One thing may lead to another. Board members are usually successful business people.

Join the board. The best customers are referrals from existing customers or people you’ve helped. He talked of the inevitable six degrees of separation — someone knows somebody.

Keep in touch with customers. Send out postcards for a face-to-face contact. Put your picture on the card. Send to a mailing list you have compiled or one you have purchased. Get yourself positioned as a trusted advisor, one to whom people come for advice and expertise.

Ways to do this? Be a speaker — at AdClub functions, chambers of commerce, Rotary Clubs, at conventions and trade shows, radio talk shows. Write articles.

Using the initials TIS, Moran described how to attract attention as a potential speaker. Have a good Topic. For example, what are the top five or top ten things to look for in (your business)? Secondly, demonstrate why your company is Important. Most people don’t know the answers to those five or ten questions. Show potential clients why they should hire someone who knows their business. “We are experts with experience, relationships and a track record.” And finally strut your credentials as a Speaker. “We’ve been in business for however many years, are cost effective and can give you a better value than the competition.”
Look for information on the next Wake-Up Call.

return to March 2006 Adtalk