Kathleen Gage Interview

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Kathleen Gage Interview

The Street Smarts Marketer & Online Marketing Expert

David Pierpoint:  Today I have the pleasure to be talking with Kathleen Gage. Kathleen is a best‑selling author, a key note speaker and a recognized Internet marketing expert for speakers, trainers and authors. Kathleen’s street‑smart marketing system is designed to help professionals achieve the business results that they desire in the most efficient, cost effective way possible. So welcome, Kathleen.

Kathleen Gage:  Hey, David. It’s great to be here. Thanks for having me.

David:  Great. Let’s just jump right in. My question for you today is, what is your favorite marketing strategy or tactic that’s working really well for you or your clients right now?

Kathleen:  Well, you know, David, I think I’m a bit of an oddity because I love all marketing. It’s really interesting because a lot of people have such a fear of marketing – and all it is, is influencing a decision that you want somebody to make or not to make. So if I were to pick one out of the dozens upon dozens that I use and I love, I would say teleseminars and tele‑summits are, by far, my favorite. Because, they’re so effective, they provide massive value to the market, and they really position myself or my clients as experts within our markets. So, truly the teleseminars, if I had to pick one above everything would be the number one choice.

David:  Perfect. I’d love to hear a little bit more about how someone might get started with these if they aren’t already using this strategy.

Kathleen:  Well, the first thing that I always recommend to people is you have to know what your expertise is. And unfortunately a lot of people, when they either first get into business or if they’re struggling in business, they start being all things to all people. And the more of an expert you are viewed as, the easier it is to attract a market to yourself. The next thing that you need to do, is you definitely need to know who your market is. And you need to know what their triggers are, what their pain points are, and what they’re looking for in a solution. What’s their number one problem? And if you could provide that solution, what would it be?

This leads into the next step of what everyone should do before they do a teleseminar – they should survey their market. As a matter of fact, I’m working on a new program that I’m going to roll out in the next few days. And the very first thing I did was survey my market. I wanted to know what their number one problem was with this particular area. And if you could ask me one question if you were sitting across from me at a table, and you only had one question, what would it be? Well, it’s interesting because their responses to this survey provided eight pages of single spaced information, that gives me all that I need to develop this program.

This is something that I see people shortcut. They miss that one step. And if you were to survey your market, not only would you get the information, but you get the wording for how to create your benefits statement to promote your teleseminar. The next thing that you would need in order to have an effective teleseminar is a good bridge line. Now, there are plenty of free services. There’s FreeConferenceCalls.com. There’s FreeConferenceCalling.com. And then I use a paid service, which is Instanteleseminars.com. But I do so many, and there’s so much that I want to do with my teleseminars – to re‑purpose the information, and create multiple streams of revenue, and repackage it – that Instanteleseminars.com works quite nicely for me.

So that would be the next thing that a person has to do – they have to get a reliable bridge line. The next thing that you have to do is have a way of promoting it. Now, depending on if it’s a free teleseminar that you’re doing, or if it’s a paid presentation, that would determine how much information you actually put on your website. Video works really well at this point for different promotions. So, something that you might want to consider is getting comfortable with video, because they’re finding that it’s often times more effective than long sales letters – even though the long sales letters still work.

You also have to be able to write good copy for your website. You have to be able to write effective benefits statements, because it takes more than just a title to attract people. You have to address every objection that they would have as to why they wouldn’t sign up for your teleseminar. And again, it doesn’t matter if it’s free or fee. You need to know what your customer is dealing with, so that you can address their objections.

The next thing you need to do is you need to market your teleseminars. It’s interesting, even though it’s one of my favorite marketing tools, you still have to promote a teleseminar. There are event calendars that you can post it on. You can Tweet about it. If you belong to groups on LinkedIn.com, you can post it in your LinkedIn groups – and to your FaceBook groups. You can also write articles that have a resource box at the end, that lead to a landing page where people can sign up.

But promoting your teleseminars are really key to your success. And this is where I see a lot of people cut corners. They don’t put a lot of effort into it and they wonder why they’re not getting sign-ups. Then once people sign up, again, whether it’s a free or a fee engagement, you need to stay in touch with them. You need to be their cheerleader and keep them excited, because people have incredibly short memories. They may have signed up for something today, and then tomorrow they’ve already forgotten that they’ve signed up for it. Unless, of course, they’re investing a lot of money. But, as far as a marketing tool, teleseminars that are free are probably one of the best you can use.  But, once people sign up, you need to keep in touch with them. And the number one thing to remember is that, above everything else, you must provide high, high value in your teleseminars. You’ve got to deliver very high value every time.

David:  That’s great. I really like how you led off with that – especially your points about providing value and positioning. And I can see how surveying your market leads right into being able to provide a lot of value through a teleseminar.

Kathleen:  Absolutely. And I have to tell you, David, that the revenue possibility for teleseminars is amazing. I have clients that had certain goals around making money from teleseminars, and then when they finally launched it and they hit their goals, they were like, “Wow, I really like this stuff. Let’s do it again!” I had one client who recently grossed $30,000 from a teleseminar.

Another client, about two years ago, had never used teleseminars to market her business. She had a pretty high‑end product or service that she was trying to market. And I said, “what you probably would want to do is offer free teleseminars as an introduction into your paid course”. The paid course was $4,000 dollars and she was struggling to sell that course. She had 25 spots available, and with just two or three free teleseminars, we sold 20 spots over about a two week period. So her gross was $80,000 from that.

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