When I met Lisa Sasevich, author of The Invisible Close at Eben Pagan’s Internet Marketer Big Wigs’ Green Room event in Miami I wondered how I could have missed hearing about her brilliant techniques until now.

Authentic Selling Secrets Teleseminar Host Lisa Sasevich http://bit.ly/bIuXxU

As a lifelong public speaker, I’ve always wrestled with the tension between “not being pitchy” and the frustration that comes from knowing I am taking my valuable time and energy to do a speak op and feeling like I squandered an occasion to tell people about my products who, in reality, would probably LIKE to buy them or know about them as a resource.

Lisa has the solution. Join me on St. Patrick’s Day, March 17th 2pm PST 5pm EST to listen to her value packed, free tele-seminar to open your eyes to the possibility of generating solid leads AND closing deals every time you speak.

“Authentic Selling Secrets: How To Be Yourself, Have Fun and Sell a Ton on Stages and in Tele-seminars,” is THIS Wednesday.

You benefit from discovering:

* EXACTLY what you need to put together a life-altering talk that feels GREAT to share without giving away the store (AND creating the situation where your ideal clients WANT to invest with you.)

* That everything you’ve been taught about Speaking-to-Sell is WRONG?

* How to instantly create desire for your products and services without being “salesy”.

* How to effortlessly transition from content to close and have your audience glad you did.

* How to SEED your audience early on, so that when you finally tell them about your product, they are glad you did.

* What NOT to do at a live presentation.

* How to craft your Irresistible Offer.

* Using tension and limits to generate significant demand.

* Using THE RIGHT handouts to drive day-of and week-of sales and customer acquisition with elegance and professionalism.

“Are You Ready to Enjoy Massive Sales and Profits From Speaking Live or on Teleseminars?”

Then listen to Lisa, the master in action, on this teleseminar: “Authentic Selling Secrets: How To Be Yourself, Have Fun and Sell a Ton on Stages and in Tele-seminars,” this Wednesday.

(In a hurry? Grab your seat here.)

I have met Lisa and I have The Invisible Close. Her free calls are content-rich and loaded with the EXACT strategies she uses and tons of “how to’s” you can implement immediately.

I’m going to be on that call to hear Lisa model her own strategies for selling. She’ll be promoting the upcoming launch of her “Big Mission, Big Sales, Big Life Virtual Bootcamp.”

Here’s that link again to reserve your spot in this complimentary teleclass.

http://bit.ly/bIuXxU

P.S. Tell me if this changes your entire approach to public speaking and gives you myriad new ideas for lead-gen using teleseminars.

P.P.S. Feel free to invite friends and colleagues to this call, but please remember to reserve YOUR spot first!

http://bit.ly/bIuXxU

P.P.P.S — The call is free, and there is no obligation to buy ever, but if you ever do, know that I’m an affiliate of Lisa’s (which means I truly believe in the value of what she does and if you buy something I do get a commission).

Lisa has offered my followers a $50 discount off The Invisible Close. You must go to http://www.theinvisibleclose.com/dishy to see the discount or use Promo Code DISHY at check out.

First Bob reviewed the 6 Universal Principles of Influence:

1) Reciprocation

2) Scarcity

3) Authority

4) Consistency

5) Consensus

6) Friendship/Liking

These are the things that must be in place in your copy to engender trust and move a person to action.

Let’s start with reciprocation. You cannot ask your prospect to do something first and then you’ll give them something. For example a buy one/get one may be marginally effective, but sampling a product first to your customer and then asking them to purchase after can be even more effective.

Take a small stand that is congruent with your business strategy — think about how you can do something first that is helpful rather that selfish. Give to a philanthropy that your target appreciates and then ask them to become your customer rather than telling them you’ll make a donation to a charity if they buy.

Another way to get a customer or prospect to commit to you is to ask them to make an active, public, voluntary commitment to something.

One simple strategy to leverage this active commitment is to ask a question of your prospect on a landing page and then have them check a box if they are in agreement. Once they’ve agreed that they are a certain way, or care about a certain subject, they will continue to justify in their mind this path to stay congruent with their own actions.

A tremendously important consideration in a down market is “loss aversion.”

Bob showed three iterations of a Bose Wave radio print ad. The first touted the “NEW” features. It didn’t pull as well as the second version, which included testimonials. And the best converting ad leveraged our natural fear of loss by saying, “Hear What You’ve Been Missing.” By focusing on something that the customer wasn’t getting, sales increased by 45%.

According to Bob, GAIN is for the “go go” times and in times of uncertainty, if you tell your customer what they will LOSE, your copy will be more effective.

Another strategy is providing information. Using what Bob calls the “bagel theory,” the information must be fresh and warm, not stale and cold. If you say, “here is NEW information,” people will lean in to your message.

He tells the story of a South American beef company. They were able to increase sales 6X over the prior year by providing exclusive information about weather issues in Australia that might effect the price of beef from that market. They were able to secure additional business away from the Aussies because of this “insider information.”

That reminds me of my interview with Bill McCloskey of Email Data Source who said that best practices for email marketing included offering customers who subscribed to a brand’s email program exclusive information and access not found elsewhere. Campaigns that focused on “insider information” did the best at signing up and keeping email customers in the database and converting them to buyers.

Ask yourself what insider information YOU can provide on your copy or in your sales and marketing that will cleave your customers more steadfastly to you.

In another tack at the “loss aversion” strategy best employed in a difficult economy, Dr. Cialdini said, “when people are uncertain, they follow the lead of genuine experts.”

Thus it’s important to establish credibility via an authority component as part of your marketing materials. And you will hear Bob say that testimonials are good, but testimonials where the person providing the endorsement is similar to your customer.

Note: Change the order of your testimonials on your page depending on who the target audience is or what the business circumstances are. This is where dynamic landing page technology works very well. Make the lead testimonial the most like your target.

Have you noticed the use lately of cartoons on diet and fitness product pages? Instead of hackneyed stock footage of perfect women, smart marketers are utilizing cartoon characters because prospects will be less turned off by them than the image of a real person to whom they cannot relate.

Imbuing your brand with knowledge and trustworthiness can be hastened by mentioning a weakness about your product early on in the copy, before you reveal the most powerful benefits of your offering. If you provide both pros and cons about your product, it increases the credibility and sell through. The right sequence for success is to present weaknesses early, then reveal the features.  Remember L’Oreal’s, “Expensive But You’re Worth It,” or Avis’ “We Try Harder?” These were very effective campaigns that employed the imperfection in their strategy.

The trick, says Robert Cialdini, is to use the word BUT. He calls it a “pivot word.” It’s expensive, BUT, you’re worth it. But means, “put away the thing I told you and now focus on this next important thing.” This study of “pivot words” comes from the psychology of language or psycholinguistics.

You know how I am always talking about various aspects of NLP, or neuro-linguistic programming? NLP is a sub-category of psycholinguistics.

If you’re interested in learning more about NLP, listen to my interviews with John James Santangelo where we discuss NLP as it applies to sales, leadership and goal achievement.

Back to the keynote with Dr. C.

Another key area of leverage in a negative market economy is “consensus.” It’s similar to testimonials, but goes further to a group of people who sanction your product or service. You need “multiple and comparable” cooperation from a group who will show their solidarity with your brand.

Asking, “be our partner,” or claiming, “you are our partner” will backfire. “Join us” is not sufficient. There’s no value exchange.

Instead, harness consensus by by a group of customers just like you. This is, according to Dr. Cialdini, the most primitive kind of consensus. (be just like the rest of us monkeys…) A majority action such as “join the other customers” is the most compelling call to action, expecially the more like your target prospect those “other customers” are.

Bob closed the keynote with a beautifully orchestrated demonstration of reciprocity.

First he said he’d email anyone who left their business card with his team in the back of the keynote hall a copy of a Harvard Business Review (credibility) report on Influence and Persuasion.

Then he whipped out a wallet card with his six “Principles of Ethical Influence” and offered it to anyone who would like one.

Notice how he had a quid pro quo first – I’ll give you if you give me – buttressed by a “here’s something free for you, no strings attached.”

I’ll bet Bob’s take rate on the business cards in the back of the room are 6X more just by giving away the wallet card in addition to his request, than if he hadn’t offered the wallet card immediately after offering the report in exchange for your business card.

Here’s the good news. You can listen to Bob’s DishyMix interview here. And I snagged 15 Principles of Ethical Influence cards for DishyMix listeners.

Want me to mail you one of Dr. Robert Cialdini’s Principles of Ethical Influence Wallet Cards?

Just fan me and post your desire at http://dishymixfan.com and I’ll mail one out to you while supplies last.

Oh, and for everyone who posts a request on the DishyMix fan page for a wallet card, I’ll also select three additional winners who will get bonus copies of books from recent DishyMix guests such as Bill Tancer, Bernie Borges and Pierre Khawand – three of my favorites. It’s a grab bag book abbandanza – see what you get – I know you’ll like it.

Dr. Robert Cialdini: Author and President, Influence at Work

DishyMix episode 132: Robert Cialdini on Persuasive Marketing in Times of Uncertainty and Amplifying and Activating Influence Strategies

John Santangelo: Founder, Maximum Success Empowerment

DishyMix episode 122: John Santangelo Teaches You How to Speak Up with Power and Influence to Get What You Want Part 2 of 2

DishyMix episode 121: Stress Reduction Guided Visualization and Hypnosis by John Santangelo

DishyMix episode 120: John Santangelo on Getting What You Want Anytime from Anyone Part 1 of 2

DishyMix episode 134: John Santangelo “Goal Setting Success Formula” Part 2 of 2

DishyMix episode 133: John Santangelo on Envisioning and Clarifying Your Personal Goals for 2010

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• Being Trustworthy Isn’t About Feeling Good, It’s Smart Business (newcommbiz.com)
• It’s Science – The Psychology of Persuasion by Cialdini (nettiehartsock.com)

Free Workshop NYC

Masterful Interviews: Profitable Content Creation

Register Here:
http://www.facebook.com/event.php?eid=175098476504

Host:
Susan Bratton
Date:
Wednesday, November 4, 2009
Time:
10:00am – 12:00pm
Location:
NYC Javits Convention Center at ad:tech – Room 1E03

Learn how to prepare, conduct and promote interviews with experts and gurus to create profitable content.

Susan Bratton, author of Talk Show Tips and her upcoming product, Masterful Interviews is conducting a free 2 hour workshop at ad:tech NY for JV’s and Affiliate partners who want to learn ‘Master Host’ techniques and how to successfully resell these products through email, your website, podcasting and more with the RevShareNow affiliate network.

Training includes:

• No-Stress Prep System
• Easy Question Generators and Super Secret Questions
• Real-Time In-Interview Techniques
• The Grid – Fast Organization for Every Interview
• Social Media Super Powers for Promoting Your Content
• Signing Up at RevShareNow and Using Direct Links and Promo Codes

The session will be taped. Plan to be part of the video and provide a testimonial if you’d like to be featured.

Everyone gets a free copy of Masterful Interviews for attending.

You must have an ad:tech Exhibit Hall pass to get in, though the workshop is free.
Register here for a $35 pass to ad:tech:
https://register.ad-tech.com/Default.aspx?e=New%20York%202009

Click Here Right Now to Register:
http://www.facebook.com/event.php?eid=175098476504

I’ll be in London/Cambridge as a “Traveling Geek” and we’re having a TweetUp, sponsored by The Conversation Group and NESTA.org, to which I’d like to invite you.
Here is the invitation:http://www.eventbrite.com/event/366118069

The half price “friend of geek” (that would be me) discount is good until the 26th June.

More here about the Traveling Geeks.
http://travelinggeeks.com

Please let me know if you are coming. I’d love to see you there!

Twitter bird photo credit- Creative Commons MatteoPenzo.

Maria and Jorg, the Berlin-based team working on both Ovi Maps for the phone and OviMaps online portal maps.ovi.com showed us the next generation of mapping.
If you’ve been impressed with Google Maps, Ovi will blow you away.

Ovi Maps has 3D, satellite and terrain views as well as weather info and more. You can go to the Ovi Maps portal site and map out your routes and then sync that to your phone. The ability to use web-based software first and then sync to your phone makes this mapping experience extra powerful.

You can find an place or search for restaurants or any business in a particular area. You can get driving and walking maps. The Tom Tom and other nav systems are definitely threatened by Ovi Map’s real-time directions via the speaker in your phone. Your Nokia phone becomes a Tom Tom, with real time, turn by turn directions for your car or for walking. There is traffic information and a speed-limit voice warning system, in case you don’t have a wife. The GPS positioning is FAST. The phone records your real time walking path to make sure you stay on the route.

You can save all your personalized searches too. The only thing you need to know to use Ovi maps that’s different than Google is that you have to put in your macro location first, then go granular in your searches. You can’t type Malmaison Hotel, London. First you have to choose London, then drill down to Malmaison Hotel. That being said, Ovi has mapped the globe – 231 cities and even better, an average of 30 landmarks per city.

The 3D Landmarks Ovi has created are gorgeous – like this image of the Tower of London and the Tower Bridge. The mapping graphics are a next generation of design. Pop into a new city and pick a walking route near the 3D landmarks and you’ll see the best of that town. Nokia has also done a content deal with Lonely Planet and Michelin and is building out more content.

I’m looking forward to trying this phone and all the mapping capabilities out for my trip to Amsterdam in June and the #Traveling Geeks UK trip in July.

I’ll report back my real usage experience instead of my demo notes soon.

We will be videotaping this session and are collecting YOUR questions about podcasting measurement as it relates to advertising, sponsorship and audience metrics.

Post your question in the comments section below and we’ll give you a shout out!

Shows on the Go: Podcasting Metrics for Your Campaign

Susan Bratton, Personal Life Media
Jeff Karnes, VoloMedia, Inc.

A lot goes into producing a series of online syndicated audio programs. They are topic specific, intensely well targeted to listeners of discerning taste and specific interests. So outside of the number of people who hang on your every word, how do you know if this new medium of news, interviews and reviews is doing well? This dialog-style session explores tried and true metrics as well as dreaming of better measures to come. Join popular podcastress Susan Bratton and Jeff Karnes of Volomedia, the podcasting measurement service, as they delve into the reality, the hype and the hope of tracking listeners, measuring impact and helping you measure your revenue per campaign.

If you don’t want to post your question in the comments section below, please DM me http://twitter.com/susanbratton or email me susan at personallifemedia dot com your question(s).

eMarketing 09 San Francisco, April 21st, 3pm Hilton Financial District

Lessons Learned from DishyMix Guests: Blogs, Search, Social Media, ROI and Marketing as Conversation

eMetrics Marketing Optimization Summit San Jose, May 5th, 5pm

Emergent Metrics: Shows on the Go: Podcasting Metrics for Your Campaign

with Jeff Karnes, VoloMedia, Inc.

A lot goes into producing a series of online syndicated audio programs. They are topic specific, intensely well targeted to listeners of discerning taste and specific interests. So outside of the number of people who hang on your every word, how do you know if this new medium of news, interviews and reviews is doing well? This dialog-style session explores tried and true metrics as well as dreaming of better measures to come. Join popular podcastress Susan Bratton and Jeff Karnes of Volomedia, the podcasting measurement service, as they delve into the reality, the hype and the hope of tracking listeners, measuring impact and helping you measure your revenue per campaign.

Marcom09 Amsterdam, June 3, RAI

Social Media Super Powers

Social Media Super Powers

Susan Bratton: heldin digitale media

Susan Bratton, CEO van Personal Life Media, een Amerikaans bedrijf in podcasts en blogs spreekt op 3 juni op MarCom. Ze is tevens heel nauw betrokken bij de Ad:Tech Conferences en chairman van de Association for Downloadable Media.

Susan zal praten over:

“I will share my experience leveraging the interconnectivity of social media marketing with a focus on Facebook, Twitter and LinkedIn and how they can be integrated with a corporate blog and tracked through online reputation systems monitoring.”

Meer informatie over Susan kun je vinden op Linkedin.

“Web 2.0 and its Business Applications” at Stanford Continuing Studies 

Creating an Online Brand: Using Social Media

Presenting on the subject of  “building a personal brand using the new social media tools.”

Robin D. Stavisky