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Ian Brodie

Ian Brodie teaches consultants, coaches and other professionals to attract and win their ideal clients by becoming seen as authorities in their field.


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How to Get Published in Prestigious Publications

Posted on 7th October 2015. Dorie Clark Interview On How To Get Published

My guest on today's podcast is Dorie Clark. Dorie is the author of Reinventing You and Stand Out. She's a former presidential campaign spokeswoman, she teaches at Duke University's Fuqua School of Business, and she's a consultant and speaker for clients such as Google, Morgan Stanley, and the World Bank.

One of the marketing approaches Dorie has used extensively is to get her articles published in major publications like Harvard Business Review, Forbes and Entrepreneur magazine. This has helped grow her reputation and authority, introduce her to a bunch of influential people, and get a lot of valuable traffic back to her website.

But she didn't just walk into those prestigious publications. She started at ground level and worked her way up.

And in today's podcast, Dorie shares the strategies that she used to climb that ladder to getting published in the most prestigious publications.

(We recorded the interview the day after Skype had it's big meltdown so the sound is a little crackly in places, but definitely listenable).

Click here to listen to the podcast »

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How to Harness the Power of Stories to Win Clients

Posted on 24th September 2015.

Today's podcast is all about how to harness the power of stories to attract and win clients.

My guest is Lisa Bloom, the founder of Story Coach. On the podcast Lisa explains why stories can be so powerful in our marketing, how to find stories to use for your business, and how to craft those stories for blog posts, articles or any purpose you want to put them to.

Click here to listen to the podcast »

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[Podcast] How Setting Up Your Own Mastermind Group Can Power Your Business Growth

Posted on 8th September 2015.

Dov Gordon was a man on a mission.

He knew the value and power of Masterminds from his work running them for groups of CEOs. But for his own business he wanted something more.

In a traditional mastermind business leaders and entrepreneurs meet to help each other out with advice, challenge, motivation and guidance.

Members share their goals, their challenges, their opportunities. And they get input from the bright business minds around them to challenge their thinking, give them new ideas and perspectives, share their experiences of similar situations. Masterminds often share best practices and emerging trends too so that members benefit from the early experiences and experiments of others in the group.

And sometimes a mastermind can act as an accountability group too. With members motivated to push through barriers and hit their goals because they've shared those goals with their mastermind partners.

Powerful stuff. But Dov wanted more.

He wanted a group that not only helped each other with ideas and feedback, but that also helped each other directly. He wanted a group of businesses with complementary products and services where members would be willing to directly promote each others' businesses (as long as they met the core criteria of being of high value to their own clients, of course).

After looking around and struggling to find such a group, Dov decided his best course of action was to set one up himself. To find compatible businesses he would feel comfortable working with and promoting to his audience. And who shared a similar client-centric mindset, ethical appoach to business and willingness to help each other.

I was one of the original members that Dov first contacted, along with people you might know like Mike Seddon, Stefan Drew, Danny Iny, Steve Gordon.

The plan worked even better than Dov had hoped. The entrepreneurs in the group helped each other out and their businesses grew and prospered. Friendships blossomed. The group grew.

Dov believes you can do the same thing yourself.

The sort of businesses and people you want to partner with will be different, of course. But the principles remain true.

In this podcast interview Dov shares the steps he took to build his mastermind group. How to identify and onboarded new members. What to looks for in good members. How to encourage contribution and commitment. When to let go of the reins and when to take a firm hand.

If you follow the steps and the philosophies Dov lays out you can build your own successful mastermind too. Not just as a support mechanism, but as a real driver of your business growth.

Click here to listen to the podcast »

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[Podcast] How To Scale A Professional Service Business With Mitch Russo

Posted on 17th June 2015.

In this podcast I cover a new topic for me: growing a business beyond yourself.

My guest is Mitch Russo, someone who's built a bunch of businesses in his time: from founding Timeslips which grew to be the world's largest time tracking software company, to being the COO of Sage in the US, to being president of Business Breakthroughs International, a company he founded with long-time friend Chet Holmes and Tony Robbins.

These days he works with coaches to help them scale their coaching business. But the lessons he shares are equally applicable to any professional service business.

In the podcast we talk about the key elements of building and scaling a service business:

  • How to find the right people to hire
  • How to get them up to speed so you're not spending all your time supervising them
  • What you must do before hiring someone into a service business
  • Packaging your services for higher fees
  • Building systems to allow you to focus on the strategic areas of your business

Click here to listen to the podcast »

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[Case Study] Creating and Marketing Online Products (in the REAL World)

Posted on 3rd June 2015.

In this podcast I interview Clive Mallard, The Independent's Consultant who over the last year or so has transitioned his business from being primarily based on live consulting to one focused on his core online product which teaches advanced consulting skills to independents.

As with all my podcast interviews, this isn't one of those overnight success stories that can never be reproduced by the rest of us. It's a story of hard work over a significant period of time to build a sutainable business.

In the podcast Clive shares the details of how he came up with the idea for his product, how he researched his market further to find out more about what was wanted, how he created the different components, and the marketing approaches that are working for him right now to best promote the product.

And he shares his very practical tips about how to get started developing your own products and what to watch out for that might derail you.

Click here to listen to the podcast »

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[Case Study] Using Email Marketing To Win Corporate Clients

Posted on 27th May 2015.

There's no doubting the power of email marketing in general: but does it work if you sell to corporates?

Do senior executives really read email newsletters?

Well, here's someone who's got email marketing to work very effectively in the corporate market: Adrian Willmott.

Adrian runs Arcus Consulting who specialise in transforming finance functions in major corporations into value-adding business partners.

His clients are CFOs and finance directors in some of the largest UK companies. You don't really get much more corporate than that.

But Adrian's emails are very different in style and content to the ones a finance director might get from their accountants or a consultancy firm. And they work.

In this case study I explore with Adrian how he signed up those large corporates for his regular emails, and what he puts in them to get the attention of busy executives and to build the credibility needed to secure meetings and win projects.

Pay particular attention to Adrian's “ask yourself” strategy that gets his potential clients to pay attention and prepares them for his follow-up.

Click here to listen to the podcast »

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[Case Study] A Lead Magnet And Follow Up Strategy For Service Businesses

Posted on 20th May 2015.

Using a Lead Magnet: a Free Report or Checklist or Template or Video to attract potential clients and then following up with email marketing is a proven strategy that quite simply works.

Its obvious use is for “education” businesses. People who sell consulting, coaching, training or other services where your potential clients want to know how to do what you're an expert in.

So your lead magnet and emails to them can share tips and strategies in that area that help them, educate them and demonstrate your credibility.

However with other services businesses it's trickier to get a Lead Magnet right.

The clients of a lawyer don't want tips on how to practice law. Clients of accountants don't want to learn how to do double-entry bookkeeping. They want to hire someone to do that for them.

So your lead magnet and follow up emails have to be somewhat different.

In this podcast interview Adwords expert Mike Seddon shares the strategy he uses for his lead magnet and follow-up emails to bring him a steady stream of potential clients for his “done for you” adwords management service.

It's a strategy that anyone who does a service like this where your clients want to know you're an expert, but don't want to become one themselves.

Click here to listen to the podcast and find out how »

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Using a Compilation Book to Win Clients

Posted on 13th May 2015.

There's no doubt that being the author of a successful book can be a huge boost to your credibility and ability to win clients.

But rather obviously, writing a book and getting it to bestseller status all on your own is a far from trivial task.

Many people start a book and never finish. And of those that do, few manage to get it to sell well and even fewer manage to use the book to win a decent strea of new clients.

In this podcast interview, “Marketing Magician” Stefan Drew shares the details of how he pulled together a bunch of friends and colleagues (me included) to create a bestselling book – and then used that book to get meetings with and win high value clients.

It's a process almost anyone can reproduce.

Click here to listen to the podcast and find out how »

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Using Images on Your Website

Posted on 11th March 2015.

One of the big trends on the web right now is the increasing importance of imagery on your website.

That could range from your profile photograph on your home page, to images you use to make your blog posts easier to read.

Joining me to talk about this on the latest episode of the More Clients Podcast is photography marketing expert Nigel Merrick.

In the podcast Nigel shares his experiences on how to best use images on your site including the use of profile photos, infographics and “tipographics”, and supporting blog posts with relevant images.

Nigel even goes a bit geeky and talks about the SEO angle of images.

Click here to listen to the podcast »

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Building a Subscription Business: Interview With John Warrillow

Posted on 11th February 2015.

I‘m sure it won't have escaped your attention that more and more businesses are moving to subscription models.

Whether that's Microsoft and Adobe switching form selling software as one-off purchases to leasing access to their products through Office 365 and Creative Cloud. Or whether it's HP's “Instant Ink” subscription service, the Dollar Shave Club or the myriad of membership programs apeparing in almost every niche.

Subscription businesses are hot property right now.

When John Warrillow wrote the bestselling book “Built to Sell”, one of the critical factors he found that significantly increased the value of a business was whether it had subscription customers. In some cases businesses with recurring revenue through things like maintenance contracts or memberships were valued at up to three times the level of businesses with the same revenues but derived from one-off customers.

It was the importance of subscription revenues on business valuations that drove John to research further and write “The Automatic Customer: Creating a Subscription Business in Any Industry”. In this new book John details nine different business models for subscription businesses along with the steps needed to succeed with each model and the metrics and strategies for building and retaining subscription customers.

In this revealing podcast interview John discusses why subscription models can be so valuable and why they've become so popular today. He shares the subscription models that work best for consultants, coaches and other professional service businesses and the best strategies for attracting and retaining subscription customers.

If you're looking to scale your business beyond 1-1 client work and to build a more reliable revenue base and more valuable business then I highly recommend you listen to this podcast.

Click here to listen to the interview »