The Complete Guide To Influencer Marketing

The Complete Guide To Influencer Marketing

Last year, influencer marketing got a lot of buzz in the marketing world. Schlesinger Associates found that 84% of marketing professionals have plans to get started with the tactic in 2016. And for those who are already at it — success stories are permeating the blogosphere.

According to eMarketer, influencer marketing pays off no matter the industry, while a recent Rhythm One benchmarks report  found that advertisers received an average $9.60 in earned media value for every $1.00 they spent on influencer marketing.

The reason?

Influencer marketing is the one strategy a business can use where the message isn’t coming directly from the brand.

By definition, influencer marketing is about finding key individuals who can help deliver your brand’s message to your target audience. These influencers can be experts with good standing amongst your target market, or they can be satisfied customers who are willing to get the word out for you.

Businesses are supposed to paint a rosy picture of their company and products, and your audience know this. That’s why all of your marketing tactics will be taken with a grain of salt. Endorsements from someone outside of your business, however, are infinitely more credible to the public.

For Businesses Large and Small

Take the case of Robert Andrew Salon and Spa in Maryland. Robert Andrew had some concerns about reputation management and brand awareness, and needed a way to create some buzz for the business.


How To Write Your Company’s Mission Statement In Under One Hour

How To Write Your Company's Mission Statement In Under One Hour


I’ve done hundreds of mission statements for myself and clients. In the beginning my mission statements were too complicated, long and hard to understand. After years of not using mission statements because no one could understand them I finally got it right.

Writing a mission statement doesn’t need to be complicated. You just need to have a little less than one hour and be willing to take a hard look at yourself in the mirror. If this is you, then read on.

Let’s start with a definition of what has to be in a good mission statement.

A good mission statement has two parts to it. It has to be a short statement about what your company does and it has to be able to be answered with a yes or a no.

The yes or no is to tell you whether you’re moving towards fulfilling your mission or not. It’s a great way to tell you and all who work with you whether you’re doing the right things.

Always start with values.

When you develop a mission statement start with the values your company holds dear. I recommend that you make sure you pay attention to what your personal values are as you examine your company values.

You’ll likely come up with a list that has 10 to 20 values to consider. From this list you want to reduce your value list to no more than five and all five must be only be core values.

You’ll do this by labeling all of your values on your list. The four labels you’ll use are:

  • Core values – a value that exists in your company and is core to your success.
  • Aspirational values – A value that you would like to have in your company but doesn’t exist today.
  • Permission to play values – A value that exists most of the time but there are times you let the value go.
  • Accidental values – Values that have made it into your company culture but you would rather not have it be part of your company.

(Thanks to Patrick Lencioni for creating the four values.)

Your next step



How To Finish What


Promises. Promises. Does the very word make you uncomfortable? Conjure up images of promises forgotten, broken, or never fulfilled? If promises don’t make you uncomfortable, then you haven’t been trying hard enough. Or you haven’t been taking your promises seriously. A promise without delivery is worse than no promise at all.

Promises are, to some extent, uncomfortable because you have to keep them. Sure, sometimes they can be and may need to be renegotiated. But, ultimately, when you promise and commit, someone is counting on you. Someone is, maybe many someones are, expecting you to deliver something.

People are counting on you.

When you say you’ll do something, then you will. You won’t just try to make good on your word, you will fulfill what you have undertaken. Possibly more. Too many people avoid making promises in the first place, fearing the accountability, preferring to hide under a cloak of diminished expectations. How often have you heard (or said) the words, “I can’t promise you that I’ll do it, but I’ll try.” Why would we want to live in the half-light, of such a soft engagement with others and the world?

Take your pulse … Answer the following truthfully:


Start Out and Fail To Succeed

Start Out And Fail To Succeed


It wasn’t going to work out well. They had it completely wrong. We could see it as plain as day.

The narrow runnel of ice they’d chosen went nowhere. A blind alley. A dead end.

But they were in it; and couldn’t see.

Through the Nikon spotting scope, we watched.

Scott Backes and Mark Twight, climbers on the cutting edge, pushing a steep new route up the sheer northwest face of Mt. Hunter. They’d swung their climbing axes in that runnel for nearly the entire day in the arctic cold, finally to discover their error; an error all of us had seen in the light of dawn from miles away.

They re-traced their steps to their tiny bivouac ledge 2000′ above the glacier. It hadn’t been their first dead end. Or their last.

But with a new dawn, they started out again.

They persisted; and they succeeded.

You see, it’s by starting out that you finally discover what works well; and what doesn’t.

You can study books and maps and photographs. You can look through spotting scopes. You can talk to the gurus; and take lots of courses. You can plot and plan and think.

(And, of course, all of this is helpful.)

But there comes a time when you must start.


How To Write A Book With The Help Of Book Yourself Solid

How To Write A Book With Book Yourself Solid


I teach coaches and speakers how to write and publish powerful, client-attracting books so they can grow their business. I prevent them from producing, then self-publishing, the kind of crap that drives intelligent people away.

Even if you aren’t contemplating writing a book at this point in time, the information I’d like to share with you here will help you with your other writing projects — the about me section of your website, your blog posts, and the keynote speech you may be working on.

I’d like to focus on some BYS philosophy as it relates to writing a book, to keep us in line with the outcome we’re after.

So, how do you attract clients so you can book yourself solid?

How do you inspire massive action, a change in paradigm, a veritable movement?

How do you claim the lofty title of expert in your field?

Remember, these are typically the results we’re after by writing our book.

You start by recognizing what you need to accomplish first. You start by understanding the philosophy behind it all. And this is where I’m going to break out my valuable Book Yourself Solid coaching hat. This is where I pull out my sales and marketing guns.

1. There are people who you are meant to serve, and others not so much. In other words, not everybody is your audience.

You’ll never be able to please them all or avoid criticism. Let’s release those brakes right now so you don’t lock yourself up from the get go with writer’s block. Just remember, it takes guts to have an opinion. It takes guts to share them with others; to open yourself up to criticism. I don’t care what you say, how innocuous it may seem to you; someone will decide that your opinion makes you a member of Al Qaeda. Whatever.

2. You must understand the needs and desires of your target market (a.k.a. your reading audience) and determine the biggest result your clients get when they hire you, and the associated deep-rooted benefits.

The deep-rooted benefits I’m referring to are the financial, emotional, physical, and spiritual benefits that accompany that one big result they’re after.

Deliver that one big promise with your stories, demonstrate the deep-rooted benefits as well, and you’re on your way to having a compelling book. And a big, fat business. And here’s a dirty little secret: sometimes you unearth that one, big result and the associated benefits during the writing process. Which comes first, the chicken or the egg?

3. You need to be aware of your personal brand, that thing that allows you to distinguish yourself from everybody else.

Your personal brand is far more than what you do, or what your website looks like; it’s you, uniquely you.

In a book, your voice, your perspective, and your stories embody your personal brand. The more bold and authentic your voice, the more easily you’ll attract those you’re meant to work with.

You cannot water yourself down in the pages of your book, be generic, or politically correct. You’ll lose the reader you are meant to serve.

You’ve got to tell it like it is, and be wholly you.

Are you woo-woo and spiritual? Terrific, we need to know that.

Are you just way too analytical for your own good? Fantastic. We need to know that too.

Potential clients will want to know if they can connect with you on an emotional, philosophical, or even spiritual level; they need to know what you stand for, and the stories you choose to tell will allow them to determine that.

4. Your job is to build trust and credibility.

In order to build trust and credibility you have to become and establish yourself as a likeable expert in your field, build relationships of trust over time, and develop brand-building informational products.

The right book will do all three jobs.

To build trust, you have to let people know you through your stories. Sometimes this means telling personal stories, the kind that leave you feeling vulnerable. To build credibility, you‘ve got to get crystal clear on your message and the unique process that you offer. And, let’s face it, a book is an informational product. One that can be turned into a 6-week course, or a webinar series, or the basis for a Mastermind group.

5. All sales start with a simple conversation.

Often, the first conversation we have with people is thorough our book.

Think of your book as a convenient conversation. What stories do you tell potential clients to get them up to speed, to help them decide if they should work with you?

What stories do you tell to show them that you have the solutions to their very personal, specific, and urgent problems? Think of all the time you could save by laying it all out just once! Instead of repeating yourself like a broken record. What a perfect entrée into your sales cycle.


About the author:

Ann SheybaniAnn Sheybani is the author of How to Eat the Elephant: Build Your Book in Bite-Sized Steps. She received her Masters in Creative Writing from Harvard University.  One of our certified Book Yourself Solid® coaches, she’s also a book coach with a sales and marketing bent. She helps speakers and coaches create powerful, client-attracting books.

You can learn more about her services at

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