Audio Marketing - An Idea Whose Time Has Come!

Audio Marketing - An Idea Whose Time Has Come!
Whenever I suggest to a client that they consider adding
audio to their marketing and product development projects,
they come back with some version of "low class and tacky!"

Truth be told, I used to think so too. Equating audio on
the Web, or in my marketing materials as some version of
Friendly Henry the Used Car Guy or The Ronco Pitch Man
blasting from late night television.

No longer. Using audio for online and off line marketing,
or even product development, has enabled many professionals
to bypass their own limitations, and serve their market
much more effectively. Much can be accomplished with
either low-tech tools, or simple online services.

A long-time colleague of mine, Sabrina Braham, readily
admits that she just doesn't like to write. However, as a
therapist, consultant and coach, speaking comes naturally.
Earlier this year, Sabrina developed a new podcast-based
websiteas a primary service and marketing strategy. She
regularly interviews a successful woman leader, and then
posts the interview on the site, and announces the new
post. This process is all supported by using a simple
online audio service I had shared with her.

Teleseminars have become popular marketing and product
production tools. By offering a seminar by phone, listeners
all over the country can gain the knowledge they seek,
while everyone gets to stay home, have their own favorite
snacks, and lounge in their comfortable clothes...even the
presenter. Recording the teleseminar takes no fancy
equipment. Just use the same service both Sabrina and I use
which is inexpensive and always available. It even helps
you make the player for posting on the web, or allowing
people to download the audio file, or both. (Don't know how
to do teleseminars? Check out Jeanette Cates' great
"Teleseminar Basics" training program. She has all the tips
and tools needed to get you started, at a price you'll
appreciate.)

-- You may also choose to record your phone coaching
sessions as a bonus for your clients. With "Next Step
Coaching" the on-demand coaching program I developed
recently, each of my clients gets a recording of their
session. Since it's a suggestion/action item rich session,
a client can download and listen any time they choose. This
makes keeping track of and implementing action items so
much easier when you can review the original brainstorming
session.

-- You can use an audio file itself as a product, adding
the handouts and support files from a teleseminar, or do
what I sometimes do—I offer a copy of my notes for
the teleseminar—the notes I use to keep the content
on track.

-- Or, use the recording as the base for electronic books,
workbooks, and special reports by having it transcribed.
"You'll be writing at the speed of sound," as Jeanette says.

Just don't wait for a teleseminar. Ask a colleague to
interview you about your area of expertise or interview the
experts you know. Have the recording transcribed and use
all or part of it to produce multiple books and reports.

Special web-based transcription services can return a Word
document within 36 hours from a clear recording. Do go to
the effort of having it edited and then formatted to make
sure your clients and customers see the value of your
information as much as you do.

To go even further, consider developing a regular radio
show focusing on your market and with the experts you
already know. Raven Blair of Women Power Talk Radio has
done just that. She has been able to showcase her expertise
with the interviews and guests she interviews on her shows.
She is now sharing with others how to do what she has done.

==My favorite use of audio==

Use audio to build your mailing list and give a piece of
yourself to potential clients and leads. Record one of the
marketing presentations you've given to a business group.
Then offer to send new contacts a CD of the presentation
for only the cost of shipping and handling. (About $5-$6)
Because CD's are so inexpensive to produce, the shipping
and handling will cover your full costs, including
production. You will have a new lead to put into your
keep-in-touch marketing program and they get to hear the
full story about how you can be helpful. A real Win-Win!

Consider adding audio this next year. It could make a huge
difference in profitability and marketing in your business.

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