Archive for the ‘Marketing’ Category

I’m so bored.

Published by Suzanne Evans   |   October 16, 2014   |   No Comments

I was never a business person. I have a good business brain and I have cultivated a marketing mind, but it’s never what led me.  I have always been led by creativity and art and innovation.  

I am more interested in moving people than selling people.  Sales are easy.  I know many people won’t believe that, but it is.  The most shallow non ????????creative people you will ever meet can kill one to one sales.  If you combine some formulaic principles with practice and psychology- you can sell.

Moving people is a whole different methodology and skill set.  And you can’t copy some guru to do it.

”I don’t care that they stole my idea…I care that 
they don’t have any of their own.” 
-Nikola Tesla

The world doesn’t need more tactics.

It needs a new paradigm.

One that doesnt just focus on the task of making money. But rather turning the making of money into an art form.

Because we know that money follows art.

We also know that if youre the best at what you do, you cant help but be successful.

But creativity doesnt spontaneously emerge in a bubble.

It needs to be fostered. Incubated. Fed.

It needs room to play. Room to experiment. Room to fall on its face.


Art and creativity are borne out of improvisation.

Innovation. Reengineering.

Out of foregoing the reinvention of the wheel, choosing to smash it altogether and create new modes of transportation.

The best business is ART.  Start creating.

Suzanne Evans, Chief Movement Maker 


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Performance Matters

Published by Suzanne Evans   |   October 2, 2014   |   No Comments

As I say everyday, you don’t have to be an actor to be great on camera, but you do have to be the best version of yourself.  Enthusiasm and excitement (subtle and controlled)  creates engagement – And engagement is the key to your success in this area.  You have to learn to perform (aka, “turning on”) – and that really only means learn to speak with some dramatics and flair – people want a show…they are conditioned to see spokespeople, actors, television interviews and of course, Youtube.  Get it thru your thick skull, people are bombarded in life, you have to earn their attention.  People, in general, give very little shit.

Stop and think about your own life for a moment.  If you are an online business, marketer or coach, you probably have to do more than just show up.  You have to drop the kids off, arrange to get the washing machine serviced, your emailing is blowing  up, what?  I need insurance? You finish something and start another, you still haven’t finished the expense report for last month….ok you get the point…or do you?  Well here it is!


And that’s why we start by taking a serious look at your performance.

Ask yourself:

When I speak, do people listen – do they seem genuinely engaged?
Do I have the personality to make money off of my name?
Can I push myself to be a great performer?

And to take it a step further, a lot of times people won’t even watch your video when they are watching your video. performing People multitask, and can end up just listening to your videos.  How would this happen?

Well, let’s say someone is watching your video and they hear the Facebook or gmail chat ding.  Do you really believe they will just stay and watch?  Or is there a chance that they might go check their email?  There certainly is!  And Speaker at Business Conference and Presentation.that’s why performance centers around your speaking voice.  You must have a good flow, great timing, use inflection, and speak with conviction.   And the good news is you can train yourself (and be trained) in this.  In addition to taking this course, take an acting class, an improv class.  Go to toastmasters.  Listen, this is important – if you don’t learn to sell yourself (meaning, people just like you), this will never work.

Some of my favorite performers:

Suzanne Evans
Lisa Sasevich
Larry Winget (dude is just freakin cool)
Marie Forleo
Jody Jelas
Frank Kern
Jimbo Marshall (duh)

TV Personalities:  Jimmy Fallon, John Oliver, Tina Fey, Amy Poehler

You need to watch videos.  Learn what makes the above performers engaging.  Notice how everything they are saying seems really important even when it’s a simple video. Watch some of these performers with your sound turned off and notice how they still seem excited and enthusiastic on mute!

And finally, you have to start learning how to laugh at yourself. No one is ever perfect, have a little fun and relax!

And finally, people are going to judge you one way or another, so you can decide which you they judge.  Will it be the YOU that YOU love?  Or the more timid, less confident version of you?  Oh, you hate it when I make such fucking sense don’t you.  This is Jimbo Marshall, and I’m out.

Jimbo Marshall, Creative Director 

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What did you pay for?

Published by Suzanne Evans   |   September 25, 2014   |   No Comments

Throughout my career as a coach I have had the privilege and honor of working with hundreds of companies, large and small, start-ups to well established businesses. With very few exceptions, most of the challenges are the same: get new clients or customers, keep them longer and sell them more stuff.

There are many ways to acquire new clients including marketing, referrals, word-of-mouth, education-based marketing, and of course various forms of cold calling. Most small business owners built their business on cold calling. Most of us will tolerate cold calling, we’ll do it when we have to and we may even be pretty good at. And then there is a totally different breed of sales person who really loves to cold call, they get up in the morning and can’t wait for the next challenge; the person on the other end of the phone who says ‘no.’ If you are one of these types or you have them on your team, good for you! Most successful companies will hire a sales staff or a third party to make cold calls.

Lets look at two ways this will affect your business or maybe has already.Work

The first company was a large virtual company who generated most of their leads through radio advertising. They received literally thousands of inbound calls per month. An in-house sales staff of more than 100 answered these calls. The caller was expecting to be sent some educational material and they were, as a matter of fact, it was highly educational and free. This company was not in the business of giving out free information; they needed a certain percentage of these callers to go to the next level, which was a paid webinar.

The second company was also large but not virtual. Their cold calling method of choice was to hire a third party canvassing company to knock on doors and book appointments for the sales team.

Both companies booked a lot of appointments but they also were plagued by a very high cancellation rate. Here’s the part where you get what you pay for! In both cases these companies paid someone good money to book appointments with no incentive for anything more. On more than one occasion, these appointment setters were caught asking potential clients to sign up for the next step and then cancel before their scheduled day and time. Of course this makes sense because they were only paid to set the appointment, it didn’t matter if they showed up or even bought something.

The solution for both of these examples was to adjust the incentive to include more money if the client kept the appointment and even more money if they actually bought something. You can decide how you pay for this but the result will be the same; fewer appointments booked but a higher close rate due to a more qualified potential client. Sounds like a simple solution but I continue to be surprised by how many aren’t doing it.

Lou Andruzzi, President

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Why I am leaving…

Published by Suzanne Evans   |   September 18, 2014   |   14 Comments

This week we want to take the time to welcome the new President of Suzanne Evans Coaching, Lou Andruzzi. Lou has worked with many businesses, but it was the culture of SEC that drew him to us.  Before interviewing here he didn’t even know who Suzanne was, which he saw as a positive!  Find out what this means for the future of SEC and more about Lou, including his favorite travel place and his favorite hobby.

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The Live Event: Business Builder

Published by Suzanne Evans   |   September 11, 2014   |   3 Comments

At a time when Social Media and Internet Marketing are the buzzwords du jour, one business building strategy is working better than any other. The Live Event. It is the single most effective way to launch a seven-figure coaching or consulting business and quickly position yourself as an expert in your industry.

Social Media and Internet Marketing are a phenomenal way to gain exposure for your business – and for your live event. But, the live event transcends other delivery models with its unique ability to foster connection, interaction, and credibility. It allows you to connect with your audience, hold them in a controlled environment, and win their undivided attention.

We have always been passionate about live events and the magic you can create simply by bringing an empty ballroom to life. But, what really motivates us is how transformative the live event model can be. It has the ability to change lives – for the event host, the speakers, and the participants. For the last five years, we have helped entrepreneurs create highly charged sales environments where they can launch and sell products, services, and FeaturedArticle1coaching. This is the reason we’re known as the premier event planners in our field. We built our referral-based business on a solid track record for delivering high dollar sales.

Our success rate is incredibly consistent because it is built on a simple five-step process that we know works. With the right systems in place, any entrepreneur, coach or consultant can launch a seven-figure business… in a weekend, via single live event. You don’t need a huge list or a massive room. You need a game plan.

Here are the five steps to put this model to work for you.


The first, and perhaps the most important, is to hire a professional event planner. Hiring an expert saves your resources and gives you time to focus on the two most important things leading into your event: marketing (putting “butts in seats”) and content (designed around your unique talents and message).

The right planner can make you money from the start. Here’s how: Most third party meeting and event planners take commission from vendors like the hotel, the AV company, the decorator, etc. Some make as much from commissions as they do from the fees they charge you. Think about it… if you were going to get a 10% kickback from the hotel on each room night sold, would you work hard to negotiate a $199 per night rate, or a $149 per night rate? In the age of Internet wholesalers, you want the lowest possible room rate to incentivize your participants to stay in the host hotel, and since it is you that is ultimately working hardest to fill those beds, you want to realize a reward for every ‘room night’ sold.

A good planner can also use volume buying to negotiate free room rental, upgrades and concessions that save you money (like reduced rate or ‘comped’ staff rooms), and liability-limiting terms (like paying based on profit margin for any shortfalls in rooms or food and beverage).

You also want to make sure your planner has experience planning the types of events you’re hosting. The atmosphere matters, the schedule matters, the rhythm of the event matters. Your planner needs to understand the ‘behind the scenes’ choreography of a live sales event.

Finally, you want to make sure there is a full disclosure on what the fees are going to be going in. Is the planner going to be charging you a flat rate, plus travel expenses so you know your fees are locked in well in advance – or an hourly rate, plus materials (meaning that the final fee may vary depending on hours expended)? Or, are they taking a cut of back end sales?


The next most important key for maximizing your revenue is setting realistic expectations of how many people will attend. The number you use as a marketing goal is not the same number you use as a planning goal. The difference is subtle, but important. For example, you don’t want your liability with the hotel to be based on your marketing goal of 250 people, if there is a chance you attract 200 people. Set your goals for big numbers, but book your venue based on a worst-case scenario.

Here are some general guidelines, based on our experience in the industry. For every 1000 people you have on your marketing list, you can expect approximately 10 attendees. This can vary based upon how aggressively you market to your list, how much you provide, how many previous buyers you have, how long have these people been on your list, and the geographic diversity of your list.


Plan your marketing, and market your plan. A good timeline for filling a live event (regardless of your target attendance) is a minimum of six months to promote your “signature” event. You’re also going to want to incorporate as many marketing vehicles as you can afford in the months leading up to your event; physical mailings, emails, price increases, bonuses for fast action, payment plans, preview tele-seminars, video marketing, social media, press releases, online advertising, contests, and more.

A current trend for filling live events is selling a product, and including the live event as a point-of-purchase bonus. This is a great marketing tool, as long as you remember – not everyone who receives a bonus ticket will attend the event. Take the time to design a registration method for tracking the gifted seats. We recommend attaching a small registration fee to the “free” ticket. Fifty to 100 dollars per ticket is enough. This is a token fee to claim your free space, and you refund the fee to the attendee upon registration.

Another top trend is hosting a “road tour” to fill your event. Plan several low cost, low liability half-day events in key markets, to allow people to get a taste of your message live. These are essentially mini live sales events.


You need great content for your live event. Even if you borrow other concepts, your spin, your voice, and your delivery must be uniquely your own. It is your unique voice that drives the sale.

In many ways, these live events should be viewed as “Continuing Education for Entrepreneurs.” Entrepreneurs are coming to expand their knowledge base, fill the gaps, get motivated to take action, and avoid costly mistakes. The best way to establish your brand is to develop a unique value proposition that targets their points of pain, offers a solution, and ‘over delivers’ on content.

Ideally, your attendees should be able to leave your event, not buy a single thing, and go back to their business ready to use their newly acquired tools. Ideally, they’re also going home with your patented system. Your system can be as simple as a binder filled with printouts of your PowerPoint slides – as long as the slides are organized into a step-by-step system. This proprietary system is the hook for your marketing, the foundation of your content, and an extension of your unique brand.


The last point is probably the most valuable; plan your content for the “ask.” The “ask” is the point in your program when you offer your attendees the opportunity to continue the learning process with you after the event. You present the opportunity, explain the benefits, and assuming you’ve done your job, they take you up on it.

An easy way to think about the sales act is to think of your event like a movie, a play, or a book. Whether you host a three or a four-day event, there are multiple acts within the program.

Act One is where you introduce yourself, tell your story, review your system, and tell them what they’re going to learn.

Act Two builds upon Act One with content – lots of content. Show them what you are teaching is complex, but achievable. This second act should show the audience they can achieve the success you have achieved. All it takes is time, dedication, and staying power.

Act Three is where you present your “ask,” or opportunity. Start with success stories of people who have followed your systems successfully, with one-on-one guidance from you. These success stories, or testimonials, will lead right into the “ask”. You are typically speaking to about twenty five percent of the room during this time. These are your core-buying units. Structure your “ask”, and what it is you are presenting to them, so you are speaking directly to that twenty five percent.

Act Four is for tying up loose ends, and giving the other seventy five percent of the people in the room the tools they need to implement what you’ve taught successfully.


These five tips are the cornerstones of designing an event that can change lives – yours and theirs. The live event is the best way to build a business, launch a brand, and position yourself as the preeminent expert in your field. We believe all entrepreneurs have a unique gift to share, and the live event is the most effective way to deliver that special gift. The added benefit is that along the way, you can launch YOUR own seven – figure business.

Blue Melnick, Sage Event Management 


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