Attracting New Trucking Leads with the Web, TV and a Book

Dino Colombo is a successful personal injury attorney. Like you, he’s in a very competitive market and invests lots of money to capture the attention of prospects and make his phone ring.

He  has a great website. He advertises on TV. And he is constantly looking for new and better ways to engage his audience, generate new leads, and gain more clients.

His message is powerful, but his 15 and 30 second TV ads and YouTube videos – though effective and well produced – didn’t allow him to say very much. Dino wanted to find a way to say it differently.

Colombo, based in Morgantown, WV, has litigated complex personal injury and wrongful death cases for the past 26 years. Over those years, he has tried nearly 100 cases to verdict and has handled numerous appeals. His cases routinely involve permanent injury, such as brain injury or significant physical deformity.

A resource to his community

He markets by being a resource to his community and provide information for people searching for answers. He does this through the pages of his book.

Dino is now using his book, Never Settle for Less, in his TV advertising to attract more people to request a free copy of his book. Instead of saying the same things the other attorneys in his market are saying, Dino is saying a different message and offering a free resource in his book.

And when someone requests his book, Dino signs it to them and mails it to them. How many times have you received a signed copy of a book from the author? Do you think this makes an impact? Do you think they start to like Dino better? Do you think they will keep his book after they read it?

If you answered “yes” to all of those questions then you understand the power of being an author.

The book works to attract new leads. He uses it to engage with leads so they’ll come to know, like, and trust him more than his competitors. And he uses his book to retain clients for life. 

Dino can also use the book to gain referrals. By handing a few copies of his book to current clients whom he is helping, they will happily hand his book to their friends, neighbors, family members, and co-workers when they are discussing their case. This is a tremendous way to get his message into the hands of more people and become the authority in his market.

Dino found a way to take his message and say if differently. And now, Dino has a tool in his marketing arsenal that he’ll be using for the rest of his career. He paid for it once and it will be paying him back for the rest of his career.

Note: Dino’s advertising costs did not increase one penny. He was already running and paying for the TV ads. All he did was change the message and offer his book for free.

To stand out in today’s ultra-competitive market, you need to be different. The easiest way to do that is to become the author of your own book. You’ll be seen as the authority and you’ll convert more clients using your own book.

Will you make your own way or follow in their footsteps?


Michael DeLon is an author, marketing coach, and President of Paperback Expert

Michael DeLon is an author, marketing coach, and President of Paperback Expert. He can help you create your own book, become the recognized legal authority in your market, and use your book to convert more callers to clients and generate profits.

He can be reached at Michael@PaperbackExpert.com and (501) 539-0038.

The Marketing Lesson that Dale, Stephen and Mr. Hill Discovered

Dale Carnegie published How to Win Friends and Influence People and it changed his life.

Dale was different.

He had brains, talent, and a way with words. What he didn’t have was a way to tell his story in a powerful way. Sure, he could do what others were doing, but Dale was different. He chose another path.

Stephen, too, was savvy. Throughout his career, he studied human behavior and codified a process that was simple to comprehend, yet left his listeners wanting more. Stephen viewed the landscape to see how “they” did it and decided to choose another path.

And dear Mr. Hill; the grandfather of them all knew from the time he set out to interview the world’s wealthiest men knew precisely how he would reveal their secrets so others could learn from them.

Dale, Steven, and Mr. Hill all had something to say. They could have taken the road most traveled and joined the speaker circuit drumming up support for their way of doing things in hopes of generating income.

But they knew there was a better way.

That’s why they each chose to encapsulate their message in a book.

  • Dale Carnegie published How to Win Friends and Influence People and it changed his life.
  • Stephen Covey published The 7 Habits of Highly Effective People and became a household word overnight.
  • Napoleon Hill published Think and Grow Rich and changed the way the world thinks.

An enduring platform

These men are legends and icons primarily because they published their thoughts in a book. Only through a book were they able to effectively communicate their message, ensure that it stayed around for years (do you own a copy of these books?), and position themselves as THE expert that others look to.

No other media creates such an enduring platform for your future like publishing your own book. You can speak all you want, write blogs and articles for websites, even record TV and radio commercials. Those are all good, but they pale in comparison to the status and credibility of being an author.

When you want to differentiate yourself, make certain your message stays around a long time, and earn more money than your competitors, you need to do things differently than the others. You need to publish your book.

Are you still wondering if this will work?

Just ask Dale, Stephen, or Mr. Hill.  Before they were published authors no one knew who they were. Today they are household names. THAT is great marketing.

How to Create Your Book

It’s pretty simple to put your name on a book these days, much easier than when Dale, Stephen, and Mr. Hill published their book).

You can publish one yourself (if you have the time). You can license one that someone else has written (a viable alternative). But nothing compares to having your own book that tells your story in your words.

When you are an author, you become an authority in the mind of others. You differentiate yourself from others who are saying the same message. You begin taking calls from prospects who are seeking you out.

Most people think authors earn money by selling their book. That is not the case for them… or for you.

You will earn more money by giving your book away. Give a signed copy of your book to every lead you receive. Every client. Every person you meet. Your book should become your ultimate business card.

Follow in their Footsteps

You get to choose your path. Will you follow the crowd and do what everyone else is doing so you end up looking just like them?

Or, will you choose a different path and set yourself apart as an expert, authority, and thought leader in your market?

Dale, Stephen, and Mr. Hill were pretty smart guys. They had something to say and found a powerful way to say it. And because of their choice, they became very wealthy by choosing a road less traveled.

Will you make your own way or follow in their footsteps?


Michael DeLon is an author, marketing coach, and President of Paperback Expert

Michael DeLon is an author, marketing coach, and President of Paperback Expert. He can help you create your own book, become The Recognized Legal Authority in your market, and use your book to convert more callers to clients and generate profits.

How to reach Michael:
Michael@PaperbackExpert.com and (501) 539-0038.

3 Steps to Increase Conversions and Profits

If you’re trying to fill a bucket with holes in it, which works better?

  1. Pour more water in the bucket, or
  2. Plug the holes in the bucket

The answer is obvious, yet most law firms do just the opposite.

Your “bucket” is your Intake and Conversion Process. You spend thousands of dollars every month to make the phone ring. When it does, what happens?

Most firms convert less than 20% of those callers into clients. That’s a shame.

But instead of looking at your process and plugging the holes, you spend more money trying to get more leads so some of them will make their way past the holes and become clients.

A better approach is to plug the holes in your intake and conversion process. Then you’ll convert more callers to clients without spending more money on advertising.

How to Beat Goliath

Intake and Conversion are where you can differentiate yourself from every other law firm, connect with your lead in a meaningful way, and give them a reason to hire you. This is a leverage point in your marketing that can act as a fulcrum allowing you to convert a higher percentage of callers with minimum effort and cost.

Every law firm advertises. You may not be the Goliath in your town, but you can outmaneuver your opponent with a better process. You know as well as I do that Goliath has holes in his bucket also.

You don’t need to convert every caller. You just need to convert 3% more than you are today. Do this and you’ll have more money than you’ll know what to do with flowing into your pocket every year.

3 Steps to Increase Conversions and Profits

To increase your conversion percentage without spending more money on advertising, there are three steps:

Step 1: Have a solid intake process. Record every call coming into your firm and listen to a dozen of them. You’ll learn a lot. Then implement proven intake processes (there are good companies offering training on this).

Step 2: Send every caller something different than the other firms she is calling. Everyone sends brochures, business cards, pens, CDs, and magnets. You should send something that sets you apart.

Mail every caller a signed copy of your book. Books have perceived value in the mind of your prospect. Everyone can create a brochure. All firms have a website. But only a few have their own book.

A book conveys credibility better than anything else. It allows you to speak to your lead personally, in the privacy of their home. They’re engaged with you in a vacuum since they are not looking at other information when they are reading your book.

When you connect with the issues they are experiencing and relate with them and their emotions, they’ll feel better about you, begin to trust you, and want to hire you.

You’ll stay around longer because they’ll refer to your book more often than anything else you send them. They’ll carry it with them, have it on their night stand, and share it with their family.

But it doesn’t stop there, you need to take the next step.

Step 3: Follow Up Purposefully: The beauty of a book is that when your intake specialist is gathering information, they should know what specific questions and concerns this caller has. And when you mail your book to them, jot a note for them to read chapter 3 specifically, as that chapter addresses the issue they are dealing with.

Now your team has a reason to follow up with your lead. They can call in a couple of days to make sure your book arrived and ask if they’ve read chapter 3. If not, call back in a couple more days. You aren’t pestering them, you are helping them. The information in your book is valuable and will help them find a solution to their problem.

Following up purposefully is basically having a reason to call other than to ask, “Do you have any questions?”

Where You Should Focus

To increase your conversions and increase your profits you need to focus not on spending more money to get more leads. You need to focus on your intake and conversion process, plug the holes, and differentiate yourself from every other firm in your market.

By doing this, and creating your own book that connects with your caller and establishes your credibility and authority, you’ll easily convert more callers into clients and increase your profits.

The business of law is not that difficult. You need to attract leads, convert them to clients, and settle their case.

To gain more clients you need to differentiate yourself from every other firm they are calling. You do this by perfecting your intake and conversion process and sending every caller a signed copy of your own book. This is the fastest and most cost-effective way to increase conversions and increase profits.

This article was adapted from the soon to be released book Michael is writing with Harlan Schillinger.


Michael DeLon is an author, marketing coach, and President of Paperback Expert

Michael DeLon is an author, marketing coach, and President of Paperback Expert. He can help you create your own book, become The Recognized Legal Authority in your market, and use your book to convert more callers to clients and generate profits.

How to reach Michael:
Michael@PaperbackExpert.com and (501) 539-0038.

Avoid Flying Your Firm Solo with the “7 Ps”

small plane bumpy landing

Proper Prior Planning Prevents Pitifully Poor Performance

I flew an airplane solo for the first time on my 16th birthday.

Over the past 10 months I had taken many flying lessons. As a student pilot, my goal was to solo on my birthday. I flew each of the two days prior to the my birthday on July 16th.

Those were not good days.

One Day Earlier

July 15th, 1989: As I bounced the plane down the runway seeking a smooth landing, my flight instructor grimaced and groaned from being jolted about in the small cockpit. “Mike Alpha,” our resilient single-engine Piper Warrior airplane, endured the beating in silence. Just part of the process of teaching teenagers how to fly.

With only a few hours remaining to reach my goal of soloing, my flight instructor’s 7 simple words echoed through my mind:

“Proper Prior Planning Prevents Pitifully Poor Performance”

I knew that I had not planned properly for these flights. My landings were proof.

So I gathered my thoughts, reviewed my books, visualized myself landing smoothly, and experienced flying solo in my mind. I heard the roar of the engine, felt the plane lift off the ground, and sank into the pilot’s seat as I made the left hand turn in the pattern. Every landing I made was textbook.

Now if I could just do in real life what I could do in my mind…

July 16th, 1989: Friday morning everything changed. The day was beautifully clear with no wind.

After two touch-and-go landings that could have been used for training videos, my flight instructor had me taxi off the runway and stop. He looked at me and said 7 simple words that I’ll remember till the day I die:

“I think I’ll sit this one out.”

Adrenaline, excitement, and fear rushed through my body. As he stepped out of the plane and closed the door, I was, for the first time, all alone and in full control of Mike Alpha. The time had come.

The flight was memorable, as was the post-flight custom of writing the date on the back of my shirt, then cutting it off my back to be framed.

On my 16th birthday, I achieved my goal by remembering 7 simple words.

P to the 7th

We all have goals we’re striving to achieve. So you too can adhere to the advice of my flight instructor: remember that Proper Prior Planning Prevents Pitifully Poor Performance. “P to the 7th”, he called it. It’s a memorable alliteration that I’ve carried with me for over 3 decades.

Paul J. Meyer is known as the founder of the motivation industry. Here is his Success Formula, which ties nicely in to the 7 simple words of my flight instructor:

  1. Crystalize Your Thinking
  2. Develop a Plan for Achieving Your Goal and a Deadline for its Attainment
  3. Develop a Sincere Desire for the Things You Want in Life
  4. Develop Supreme Confidence in Yourself and Your Own Abilities
  5. Develop a Dogged Determination to Follow Through on Your Plan

Then, construct your determination with sustained effort, controlled attention and concentrated energy.

As you make your approach to 2016, be sure to Plan Properly — Prior to Performing — so that you will avoid a Pitifully Poor Performance. When you go back to the basics, review your plan and focus your attention, you will achieve your objective and land your plane as smooth as a baby’s bottom.

Remember these 7 Simple Words as you plan your marketing, operate your business, and make your dreams come true.

Have a safe flight!


Michael DeLon is an author and the President of Paperback Expert. As a marketing-centric publishing and expert positioning firm they help clients create a book in 24 hours to position themselves uniquely and experience sustained business growth. You can request a free copy of Michael’s book On Marketing by visiting www.paperbackexpert.com/FreeBook

Contact Michael by email at Michael@PaperbackExpert.com or phone at (501) 539-0038.

 

How Not to Fail at Content Marketing

create content270“Everything is created twice.”

That’s what Stephen Covey said in his book The 7 Habits of Highly Effective People. There is a mental creation followed by a physical creation.

Blueprints come before building.

Outlines come before oration.

Dreams come before destinations.

Your Master Marketing Calendar

As you consider what you’d like to accomplish in the coming months, your achievement plan should include regular content creation. You need to deliver quality content to your prospects and potential clients, both online and off. And communicating on a consistent basis requires a plan: your Master Marketing Calendar.

Your Master Marketing Calendar for content creation is your editorial calendar. This is a living document that lays out each monthly theme and each weekly focus. The idea is to create this calendar three or four months ahead of time, so that you always know what you should be blogging, posting, and tweeting about. Your Master Marketing Calendar can also plan paid advertisements, events, speaking engagements, and anything else related to your marketing. After all, it is your Master Marketing Calendar for content marketing.

Staying current online can be a challenge. Thinking of what to post every week can be burdensome. Staring at a blank screen hoping for inspiration can lull you to sleep. There must be a better way.

Creating your own editorial calendar solves all of these issues. You’ll find that it actually gives you motivation and helps you communicate more clearly and consistently. This also helps you tie everything togetherso your blog post ties into your social media posts, and they all lead to your special offer that helps you lead capture and build your list.

Here’s a sample of an editorial calendar.editorial plan

You can easily create your own using Excel or Numbers. Or if you’d like a copy of this one, send me an email at Michael@PaperbackExpert.com.

To create your own spreadsheet, list the months and weeks across the top and the channels you’ll use along the left side. Then, think through what you want to share. Turn those ideas into your monthly Themes. Divide the Theme into four or five sub-Topics, one for each week. Do this for at least the next three months. Now you’re all set to begin creating your content.

Keep your blog and social media posts current

As important as this is to do, many people still don’t prioritize keeping their blog and social media posts current. With all the to-do items on your list, who has time?

After hearing this a few times from our clients, we decided to find a solution. We call it the Audio Blog.

In a 1-hour phone call, you’ll answer a few simple questions and we’ll compose your words into blog articles and social media posts. Following an editorial calendar we’ll create with you, you’ll easily create content without spending endless hours thinking, writing and posting. It’s all done for you in your voice. And we’ll even post it for you.

Regardless of how you do it, begin with your first creation: Think about what you’d like to communicate. Then move to your second creation: create your editorial calendar. Follow your Master Marketing Calendar and you’ll make steady progress every week, as your mental first creation transforms into the reality of your second creation.

Carpe diem.

 

This Childhood Activity Transformed How I Do Marketing

turkey-bird-dot-to-dotWhen I was a little kid, I loved completing dot-to-dot pictures. For some reason these simple little projects captured my attention. Whether I was in the car on the road to Grandma’s house for Thanksgiving, or just sitting at the kitchen table with my mom, I enjoyed connecting the dots until the full picture emerged. Then I’d color it (trying my best to stay inside the lines) and move on to the next picture.

I recently went on a marketing retreat with the team here at Paperback Expert in order to plan our future direction. On the way home, I realized how the childhood activity of dot-to-dots relates to how we operate our business. And with Thanksgiving happening this month, I felt it appropriate to give you an opportunity to relive some of your childhoodand give thanks for how you can apply it to your business.

A dottodot is a series of numbers that, when connected properly, creates something that was not there before. You can’t skip a number, or go in a different order. There is method and sequence that must be followed if the picture we desire to see is to become reality.

The same holds true in our marketing.

I use the letters in “dot” as an acronym for “Do One Thing”.

Coming back from our marketing retreat, we had a list of “to do” items that seemed overwhelming. All were good. All were important. All could be profitable. But there was no way we could do all of them at once.

So instead, we went back to my childhood and began the dot-to-dot process.

By considering the big picture that we want to create, and having all of the “numbers” (to do list and projects) in front of us, we laid them out in a pattern and a sequence that would help us create the picture we want to see happen.

Once we had each “number” in the proper order we were able to step back and visualize the image that will appear in the future.

The next step is to begin.

Do One Thing until it is done. Then, connect that “dot” to the next as we Do One Thing until it is done. As we continue to Do One Thing we are beginning to see our picture take shape. And when that happens, we get motivated. Progress happens faster and we stay focused.

We know that we can’t skip a dot. That would ruin our picture. Slow and steady wins the race.

So what can you do with this? How can you use dottodot marketing in your business?

Here are the steps:

  1. Visualize your future with a vivid mental image.
  2. List the steps between your state today and your ideal future.
  3. Prioritize and number the steps.
  4. Start with Step #1 and work on it until completion.
  5. Then connect Step #1 with Step #2 and work on it until completion.
  6. Monitor your progress and be sure not to skip any numbers.
  7. Take time to step back and see your picture taking shape.
  8. Stay focused and follow through to the end.

Follow these steps and you’ll be able to create the business of your dreams. It begins with the picture you have in your mind, and ends when you complete your dottodot marketing plan.

Happy Thanksgiving!

The Breakfast of (Management) Champions

The Breakfast of (Management) ChampionsBy Michael DeLon, President, Paperback Expert

Growing up, I had a weekly meeting with three dear friends during breakfast. They never spoke too soon, but when the time was right, they always had a lot to say.

After filling my cereal bowl to the rim with milk my anticipation rose to an all-time high. Without fail, as the cool white 2% milk smothered those crispy rice morsels, the trio came alive into a cacophony of sound.

The TV commercials were memorable and exemplified truth in advertising (at least in regards to the chorus you would hear). But what I’ve found even more meaningful are the lessons I’ve learned from my three friends about life, business and time management. So pull up a bowl and let’s learn from these morning-time prodigies.

Snap – always leading the charge as the first to speak.

Though being first can be a good quality, it has also gotten me into trouble more times than not. Making a “snap” decision is not always the best choice. Without enough information, or experience, often these knee-jerk reactions are incorrect and cause more damage than good.

Another area my friend instructed me is in my response to others when they fail. If I “snap” and lose my temper, if I demean and demoralize them, that not only directly affects them but also sends a clear message to everyone else. I’ve worked on this character issue for years.

What I’ve learned (read that “continue to learn”) is that reacting this way is always counterproductive. No one deserves to be treated so. There is no excuse for behaving that way regardless of who I think I am or what “power” I possess.

Snap has instructed me well through the years and today, though not perfect, I respond in a more reserved fashion and take steps to ensure I’m not bringing harm to those around me. In fact, I respond more like Snap’s friend does….

Crackle – a bit slower in his response, yet he can always be counted on.

He’s not your typical “A-player” but he’s steady and reliable. As you look at your team, you’d better make sure you have a bench full of Crackle type players.

From Crackle I’ve learned that I don’t always have to be first. The limelight actually looks good on others at times. Not only do they enjoy the admiration and appreciation, I do as well. This doesn’t come naturally for me. When I affirm others, give them sincere compliments, and allow them to receive applause, we all enjoy profitable work and stronger relationships.

Strong relationships built on trust will loyally endure through thick and thin.

And on those rare occasions when you do snap, other will be quick to forgive you. Developing a Crackle attitude and atmosphere in your law firm will go a long way toward helping you achieve your objectives.

Pop – the final resonate voice that completes the composition

Though he is last in the lineup, the lesson he brings is one we can all apply.

I use his name as an acronym:

P – Procrastinate
O – On
P – Purpose

Recently my son, Caleb, sent me a TEDx Talk video by Rory Vaden on time management. It’s a great one that I recommend you watch. Just Google it or find in on YouTube. (And by using the 2X speed setting and the subtitles, it’ll only take you 7 minutes to watch! Then you can get back to your to-do list.)

In this video Rory teaches you when, what and why you should Procrastinate on Purpose. As I was watching Rory explain this, my mind drifted back to my breakfast meetings and I made the connection that through all that Pop said, this is what he was trying to communicate.

Waiting for the right time

There’s a right time for everything under the sun. For some items it is now. For many it is soon. For most it is later.

Procrastination has gotten a bad rap. It has a negative connotation. It conjures up negative emotions. But it doesn’t have to be this way.

When you Procrastinate On Purpose, you may be waiting for the right time to do something. You may be looking for more information so you don’t make a Snap decision. You may be asking the Crackle in your life to step forward and do what they have been preparing to do.

Whatever the reason, Procrastinating on Purpose can be a very effective strategy for you and your team.

These three lessons can be game changers for you and your firm if you’ll apply them:

  1. Snap decisions and reactions are not normally the most effective.
  2. Crackle type players are steady and reliable. Give them room to excel.
  3. Pop routinely to the top of your to-do list to see what you can do later.

 

I hope you’ll join me in re-learning some timeless lessons from my ageless friends. Grab your bowl, pour in the milk and listen to the counsel you’ll receive from this unlikely consulting trio.


Michael DeLonMichael DeLon is an author and the President of Paperback Expert. As an expert positioning firm they help clients create a book in 24 hours and employ marketing strategies to position themselves as the expert in their market to enjoy sustained business growth. You can request a free copy of Michael’s book On Marketing by visiting www.PaperbackExpert.com/Freebook. Contact Michael by email at Michael@PaperbackExpert.com or phone at (501) 539-0038.

Creating Your Ultimate Law Firm Growth System

By Michael DeLon, President, Paperback Expert

At the recent PILMMA Summit we revealed Ken Hardison’s new book, Systematic Marketing. In this book, Ken (the President of PILMMA) reveals the many systems he has implemented to grow his law practice and those of many others. All of his systems are aimed at one objective: Growth!

The 3 Stages of Business are Attract, Engage and Retain.

The 3 Stages of Business are Attract, Engage and Retain.

As I talk with lawyers across the country about growing their practices, our conversation normally gets around to the two fundamental concepts that we use to help our clients grow their firm: The 3 Stages of Business and The Ultimate Business Growth System.

I find it helpful to illustrate concepts using images. The 3 Stages of Business are Attract, Engage and Retain. These 3 Stages contain everything you will ever do to Gain and Retain a client.

But understanding the 3 Stages is not enough — you need to put them into an overarching system so they’ll produce results — it should be a system like this one:

The heart of the system is the “magnet” that you’ll use to promote your firm and attract new leads.

The heart of the system is the “magnet” that you’ll use to promote your firm and attract new leads.

The heart of the system is the “magnet” that you’ll use to promote your firm and attract new leads. Your magnet can be any number of things, but I strongly believe that the best magnet is your own book. Ken is a master at offering a free book to gain someone’s contact information. Every lead he attracts through the free book offer goes into the same funnel. You want to do the same.

The Engage Stage

Once the leads enter your funnel, the Engage Stage takes over from the Attract Stage. Now you want to use both online methods (such as an automated email marketing system) and offline methods (such as physically mailing a Shock & Awe Package) to further engage the prospect, educate them, win their trust, position yourself as the expert in your field, and gain their business.

Be sure that you deliver a “WOW!” experience during the Engage Stage. When you market like other attorneys, prospects are mentally unable to differentiate you from those attorneys. But when you market like a professional, you stand out—you create a distinct impression and will be remembered.

Using this system, you will be able to increase your lead-to-client conversion percentage, and do so with less effort. This system works 24/7 and delivers a consistent experience to your future clients. And the best part is, you can create it using your preexisting marketing arsenal. Sure, you can add to it—but don’t wait until you have everything perfect. Get started with what you have.

Remember what George S. Patton said:

“A good plan violently executed right now
is far better than a perfect plan executed next week.”

The Retain Stage

Now your system has converted a lead to a client, but let’s not stop there. This is where wealth is created: the Retain Stage.

In the Retain Stage you want to retain your client’s business for life and gain referrals. Ken discusses both in his book. If you ask Ken, he will tell you that a referral client is the second-best type of client (the first-best being a repeat client).

Cultivating customers for life (a term introduced by Carl Sewell in his book by that name) is a worthy ideal. It does take time and consistent investment, but it is well worth the effort. As you retain your clients, invite them to special dinners, throw parties for them, and feature them in your newsletter, you will find that they tell their friends about you.

Want to know how to expand your sphere of influence 5X in the next 12 months? Dote on your current clients; give them a reason to talk to their friends about you. Give your clients copies of your book to distribute. Encourage them to invite their friends to your events. You see, your clients rub shoulders with their friends, neighbors, family, co-workers, and church members every week. When you maintain top-of-mind awareness for your business, your clients are likely to refer you at some point in the future. Then your system starts working all over again!

Get a free copy

If you read Ken’s book (get a free copy at www.PaperbackExpert.com/KensBook), isolate your own 3 Stages of Business, and implement systems in each of those Stages, then you will be well on the way to creating your own Ultimate Business Growth System. Tweak and adjust your personal system, but make sure it contains these fundamental elements.

Results come from systems. Regardless of the size of your firm, you can begin building this system (or a similar one) and grow it over time. That’s what Ken has done.

Understanding these two concepts will prove useful as you create your own Systematic Marketing. Start with your current marketing arsenal, stay consistent, and before you realize it you will be enjoying your work and your life more than ever before.


Michael DeLon President, Paperback Expert

Michael DeLon
President, Paperback Expert

Michael DeLon is an author and the President of Paperback Expert. As an expert positioning firm they help clients create a book in 24 hours and employ marketing strategies to position themselves as the expert in their market to enjoy sustained business growth. You can request a free copy of Michael’s book On Marketing by visiting www.PaperbackExpert.com/Freebook. Contact Michael by email at Michael@PaperbackExpert.com or phone at (501) 539-0038.