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by Using The Three Foot Rule Do you want to use your book to attract more and better clients? Here is the ultimate in simple, no-cost, high-leverage tactics: The 3 Foot Rule. It can enhance every other strategy and tactic you will ever use. And, without it, everything else you try will be limited in its effectiveness. What is the 3 Foot Rule? It says whomever or whatever is within 3 feet of you right now is a prospect or opportunity for your business…you just have to recognize it. How You Can Use It In each situation you encounter, simply ask yourself this question: “How can I use my high-status book to increase results in this situation?” Once you realize the answer, act on it. You’ll be amazed at what you become aware of when you practice this! Another Way You Can Benefit From It Imagine you are talking with, say, a client or a prospective client. Test saying things like, “I wanted to share with you that I’ve just co-authored a book with business gurus Brian Tracy, Mark Victor Hansen and others. I heard from the publisher that it’s been endorsed by business giants including Dr. Stephen Covey, author of The 7 Habits of Highly Effective People, and Ken Blanchard, of The One Minute Manager fame!” Because of the tremendous name-recognition those four gurus have, mentioning your relationship with them will increase your credibility immediately with the other person. Are you a financial advisor? Just substitute a couple of words, saying, “I wanted to share with you that I’ve just co-authored a book with business and financial gurus Brian Tracy, Robert G. Allen and others. I heard from the publisher that it’s been endorsed by business giants including Dr. Stephen Covey, author of The 7 Habits of Highly Effective People, and Ken Blanchard, of The One Minute Manager fame!” A Third Way You Can Benefit From It There is another great way to use the 3 Foot Rule. You can use the book title as a platform to sell off of. For instance, you could say, “I just co-authored a book with business gurus Brian Tracy, Mark Victor Hansen and others. The title is Create the Business Breakthrough You Want. I mention it because, in YOUR situation, a way to create your breakthrough is (then describe features and benefits of your service, product, or program).” Homework to Complete So you can begin to get benefits from our book immediately, here is a little homework. Between now and the next session (14 days) use the 3 foot rule with a goal of 100 people or situations, and a minimum of 50 people or situations. Get a notebook or allocate pages in your Day-Timer, or something you can carry with you wherever you go. Then create a test, use the 3 foot rule, and record the name of the person or situation and what resulted from the conversation. Experiment with what you say, build upon what gets the best response, write up a brief summary, and email it to us. Please write your summary to us to include two things: one, what you tested that worked in some way; two, the tangible results that came from it (no matter how small). For example, you could be talking with someone, mention your high-status book, and find that they start paying more attention to what you are saying, and acting more responsive. That is a tangible result. Or, they agree to a lunch meeting with you. That’s a tangible result. Whatever. Experiment; but notice what works, so you can build on it. So you benefit most, I am starting to turn our group into a learning community. This way you can benefit from what everyone else is learning and doing with the book. So we will post your summary on our web site. This way you can review what other people have learned, and vice versa. (This is something I want to do a lot more of in the coming months, by the way.) Remember that this is a marketing test. Use The 3 Foot Rule with 50-100 people and you will begin to get tangible benefits. Enjoy the process! Examples of homework completed Here are several examples of initial testing conducted by our participants: -----Original Message-----
I wished you had taped it! (the part of the call after the class) for I get up at 4:00 am every morning and "die" at night, so usually I have to listen on audio podium. Living in Austria for me, would not be so bad for listening to you live call :-) !!! But I am in NJ! I thought that training on audio podium was amazing! I have been practicing the 3 foot rule and have learned so many other practical tools from listening to your call. I am already incorporating the ideas that John so generously shared during the call. I happened to be practicing the 3 foot rule at my son's little league, base ball game and interestingly enough, the guy that happened to be within 3 feet, to my surprise he is sport's CO-host for Fox, ESPN and a writer for a local news paper. He was very interested and surprised that "Eric's Mom" was up to some "big stuff" and in response gave me some wonderful resources that I could contact. I am also doing a free promotional tele-class on self-talk and have incorporated my being a co-author of a prestigious book in my advertising and promotional materials. I have been getting great comments, some are even a little shocked, but very impressed; so much so, that they are passing the word around about my news and my tele-class! I must say, I may not have used this type of PR if it wasn't for your mentoring, great class and the homework assignment! Much Gratitude!
PS Thanks Jill for your "story". I learned so much from that! You are a great role model for us all and we are all lucky to have you as apart of our team! there were layers of learning in your process that you went through to land such an amazing endorsement. I am sure you have reaped such value from John's guidance and, yes, pushing, that you and I and the rest of the group will cherish for many years to come! Keep up the amazing work. You are so appreciated and seen by us all!!! Meredith Kimbell
What Worked: · I am most comfortable sharing my enthusiasm in response to "How are you?" by saying that a chapter I wrote was accepted into a great new book, CBBYW. The book also includes chapters by BT, MVH and RGA. We've just learned SC and KB have endorsed it. So, I am really excited to know it is coming out soon and I'll have a new exciting resource for my clients. · Sharing my enthusiasm and excitement is easy and contagious. · I've added it to the "signature" section of my emails. That has generated questions, inquiries, congratulations and expressions of envy! · I've begun asking my current ideal clients if they would help me publicize the book by sharing it with other senior leaders in their network. The initial response ranges from interest to commitment. · People inside an organization where I have spoken to just one person have asked about the book. Obviously my one contact shared the good news with others and generated interest more broadly. Reactions: · Everyone is interested, impressed, and asks more about the book and how I got to do this. It is a great conversation opener. I overview the book quickly and then shift the conversation to learn about them. They seem more willing to speak about their business, issues, and aspirations given this context. It seems to establish immediate credibility and a willingness to speak about the real issues, not dance around them. · Everyone I know personally (friends, family, clients) has asked for a signed copy of the book. I love that they want them signed. · After a sidewalk conversation with a business owner in my neighborhood, he suggested having a book signing party for the whole neighborhood. · Because of the credibility of the book, I offered to deliver a short program to a group of CEO/business owners (my ideal clients) in exchange for their inviting 5 leaders in their networks to contact me and request the book. The initial response is favorable (waiting for all to agree and should know this week.) I've written an invitation letter that they can easily distribute over their signatures/company names. I hope that this will generate personal introductions to 30-40 senior leaders who contact me with a request to send them a book (and open the door to getting acquainted as a result.) -----Original Message-----
Hi Jill: It’s been rewarding and great fun experimenting with the 3 foot rule. Anticipating that I might not be in the presence of 100 people over the course of eleven days I expanded the definition of “3 foot” to include my keyboard and executed a variety of strategies to get the word out about my co-authoring a book. The strategies included: * face to face conversations,
The results are as follows: Face-To-Face Conversations
Client responses: * How cool. Will there be a copy available for us to read?
Strangers and repairman responses: No one in this group had anything memorable to say, however, I felt “an instant respect” that hadn’t existed moments before. Phone Conversations
Client responses: * I utilized the same opportunity and wording as noted in the face-to-face conversations above. The responses were similar as well. Family and friends responses: * I had previously shared my good news about the book with all my family and friends. What I did differently was to talk about how excited I was to “co-author” a book. Every friend and every family member noticed the change in phrasing from “I contributed a chapter…” to “I co-authored…” They all raved again! E-mails
Colleagues and former client’s responses: 1. That is just TOO AWESOME!!!! Wow! I feel like I know a celebrity.
Re-working My E-mail Signature and Revising My Biography
The homework assignment may be finished but I’ve just begun using this technique. I love it! Smiles,
Smart WorkLife Solutions
If you want to be happier and more successful, learn how to DeStress. Jonathan Cylka
You know (Mr. & Mrs.) (Client/ Prospect), in the book that I just coauthored with business leaders around the world each of us wrote about something to help you with different situations in your life. (Insert one that pertains) Brian Tracy: World leader on personal and business success strategies
Have you ever read the book 7 Habits of Highly Effective People by Dr. Steven Covey? Habit #2 Begin with the end in mind pertains to you (how)… Did you know (Mr. & Mrs.) (Client/ Prospect), the book I just wrote with business leaders around the world received rave review from Dr. Covey and respected authors like Ken Blanchard. (Mr. & Mrs.) (Client/ Prospect), in the powerful book I just created with business leaders around the world. People like Mark Victor Hansen, Brain Tracy, Robert Allen we talk a lot about beginning with the end in mind and desire. I think that this is a very important matter to you because… Radio Show: Some great news: Jonathan Cylka a representative in our office received word this week that the book he coauthored with business giants Brian Tracy, Mark Victor Hansen, Robert G Allen and others just received outstanding news that the world famous business leaders Dr. Steven Covey (7 Habits of Highly Effective People) and Ken Blanchard (One Minute Manager) both have written incredible reviews for his upcoming book Create the Business Break Though You Want, Secret Strategies From the World's Greatest Mentors. -----Original Message-----
Dear Jill, Sorry to say, I just have absolutely no time to write and send the homework: the response to my info about our book is quite huge - some positive, some very envious, some fully acknowledging, some belittling (this is very Austrian!) our accomplishment. So, I am quite busy registering the responses. Warmly,
-----Original Message-----
To John c/o Jill Hi John I've only had 5 opportunities to talk about my upcoming book. I have not made any specific sales because of it however, the responses have all been positive with either raised eyebrows or seemingly impressed comments like "Really? Wow. or That's Great!" I do find it difficult talking it up with a stranger and bragging quickly in the conversation - before I know them or they know me. I usually like to be the one asking questions as a means of "disqualifying" them first. I want to know about them so I can find out if there is a way of serving their needs. Then, when they might seem to care, I would let them know about my endeavors. I'm always open to your suggestions. My Best Regards, Dennis Kunkler
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