Chocolate Chip Cookie-Style Marketing

Here are some twists on how to get people to come to you rather than you pushing your products/services

You’re meandering in a mall. Suddenly, you experience an uncontrollable urge for a chocolate chip cookie. Are you hungry? Not particularly. Regardless, you must have a chocolate chip cookie—now!

You look around, wondering how you’ll get your chocolate chip cookie-itch scratched. No cookie store in sight. So why this sudden longing? Nobody’s offering samples. No fellow shopper’s chomping one. No chocolate chip cookie-costumed character barking “Buy a chocolate chip cookie now!” You pause and ponder. Aha! You’ve been bombarded by a deliciously sweet, fresh-baked chocolate chip cookie smell wafting your way. The scent overwhelms you. You’ve been hooked by Chocolate Chip Cookie-style marketing!

What relevance does this have with marketing speaking services? My philosophy is we’re better off using Chocolate Chip Cookie-style marketing techniques, enticing people to engage us, rather than in-your-face, “You must hire me”-type of marketing. Perhaps, like me, you’ve grown weary of colleagues constantly promoting how great they are. I think clients have, too.

You’re asking, “How do I create this Chocolate Chip Cookie-style marketing frenzy you describe?” There are many ways to do this. I’ll describe just two that have worked in my 21 years in this business. They may seem common or unsophisticated; however, I’ve created some unique twists.

Get articles published

You’ve heard this before. So how is my technique different? I use Chocolate Chip Cookie-style marketing with the editors, as well as readers.

I created a 9-page annotated list of my 100+ articles, divided by category (e.g., productivity, communication, customer service). We send or email editors the list, offering reprints of my articles. The list shows each article’s word count, where and when it’s been published, and several sentences describing the content.

The editor logs onto www.RebeccaMorgan.com, clicks on Articles, and downloads the piece(s) s/he wants to publish. The editor also knows where to find more articles for future publications.

In addition to using Chocolate Chip Cookie-style marketing with editors, I use this strategy to hook readers. I’ve learned from Jeffrey Gittomer, CSP, to offer something free in the article (e.g., checklists, assessments). Readers call or email me for the free item, so I have a selling opportunity. You could have a form on your website that requestors must complete before downloading your freebie. You can then follow up from the information on the form.

Make yourself positively visible within groups that can hire you

Again, I know this isn’t revolutionary. Here’s my twist.
Since one of our services is creating innovative, long-term learning solutions,  I belong to the local American Society for Training and Development (ASTD). Most consultants are viewed as vendors, and aren’t welcomed enthusiastically at the meetings. Many of my competitors push their services at every opportunity, never really getting to know the people they are promoting themselves to. I’ve seen this technique backfire, with corporate training directors talking negatively about them.

I tried a different tact, agreeing to manage two meetings during the year. I could then showcase my speaking and facilitation skills, without it seeming like showcasing. I never did my “stuff,” but instead created innovative processes that fit the meeting’s theme, and showcased my creative talents.

For a meeting on e-learning, I interviewed 20 local training directors to find the right panelists. I interviewed these high-ranking people without overtly selling my services. At the end of the conversation, some of them requested information about my offerings. And of course, in my follow up thank you email, I included my full signature file listing my areas of expertise. This is a much gentler, Chocolate Chip Cookie-style marketing approach than calling them to sell my services. I’ve kept in contact with many of them, and have worked with several.

I also helped manage our December holiday meeting, the year’s highest attended event. I was charged with collecting door prizes—we usually received about 10. By soliciting prizes in SpeakerNet News, books, tapes, and learning videos poured in from colleagues wanting visibility with Silicon Valley training directors. We received 200 prizes for 115 attendees.

As the Prize Manager, I requested prizes via our chapter’s listserv. Of course, my full signature file accompanied each request. This allowed me to ‘advertise’ via my sig file, where blatant advertising isn’t allowed.

At the meeting, I received many accolades for the abundant prizes. I was on stage 10 minutes giving out the grand prizes. I received lots of exposure and name recognition in my target market, without any in-your-face marketing. I also built relationships with training directors on the program committee, which have resulted in business.

If you’re like me, you want people drawn to work with you, not feeling strong-armed. Try a twist on one of these Chocolate Chip Cookie-style marketing techniques.

Gotta go now. I’m dying for a cookie!