the politepersistence system workshop 2.12.14
DESCRIPTION
This was the workshop deck that facilitated a group of about 30 'Polite Persisters' as they learned how to accelerate their human interaction in business. The workshop covered ways to build professional relationships faster and easier than ever before. The PolitePersistence System is not just about enhancing business development practices - rather The PolitePersistence System can be used to gain significant exposure, seek out investors, etc. www.PolitePersistence.comTRANSCRIPT
THE POLITE PERSISTENCE SYSTEM
Accelerate Human Interaction in Business
February 12th, 2014Presented by:John Genovese
Agenda2
Copyright 2014 PolitePersistence, LLC Confidential
Topic Objective Time
Welcome Understand why you’re here 5 minutes
Objectives Understand your goals for today 2 minutes
PICS Stage & Polite Focus Learn how you fit into The PolitePersistence System 3 minutes
Introductions Share your objective 5 minutes
80/20 Your Contacts Learn how to target the right contacts 10 minutes
Surround Sound Channels Learn the Surround Sound approach to getting responses 10 minutes
Navigation Mapping Learn how to stay on track and focused 10 minutes
Multiply Yourself Learn how to leverage the power of virtual assistants in your follow up 10 minutes
What You Learned Recap the main points 3 minutes
Close Discuss next steps and takeaways 2 minutes
Thanks for attending!
Welcome3
Copyright 2014 PolitePersistence, LLC Confidential
Welcome
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What is Hustling?
20% Creation
80% Promotio
n
•product development
•content development
•services•strategy•branding
etc.•marketing•telephonic &
electronic communication
•direct customer research
•networking•paid search•advertiseme
nts
Welcome cont.
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Ex-Apple founders with 6 FTEs
55,000 Total Signups w/ 6,800
paid users
Free to paid conversion rate of
13% (Evernote has 6%)
4.5 Star Rating w/ 1,000+ Reviews
Raised $1.8M & Seed Extension of
$500K
Welcome cont.
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Promotion
Hustling
Relationships
Follow Up
Success
Welcome cont.
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“Nothing in this world can take the place of persistence.
Talent will not: nothing is more common than unsuccessful men with talent.
Genius will not; unrewarded genius is almost a proverb.
Education will not: the world is full of educated derelicts.
Persistence and determination alone are omnipotent.”
– Calvin Coolidge, 30th President of the United States
Welcome cont.
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Objectives9
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Objectives
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2. To learn how to use The PolitePersistence System to achieve your Polite Focus
1. To share and verbalize your business’s growth goal (i.e. Your Polite Focus)
4. To meet and connect with fellow entrepreneurs, business owners and solopreneurs for mutual benefit
3. To provide you an opportunity to receive feedback from and give feedback to your fellow Polite Persisters
PICS Stage & Polite Focus11
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PICS Stage & Polite Focus
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PICS Stage & Polite Focus cont.
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EXERCISE #1
1. Using four corners of the room, break yourselves up into your respective PICS Stage.
2. Anyone who wants can be a Client. 1. Clients will be able to apply The PolitePersistence System to their
business.
3. Anyone else will be the PolitePersistence System Consultants.1. Consultants will link up with Clients and help them develop their
PolitePersistence System
4. The client should quickly fill out the Client Profile form.
5. As we go through The PolitePersistence System Consultants will be tasked with guiding this Client on using the PolitePersistence System to achieve his or her Polite Focus.
Introductions14
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Introductions
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30 seconds each Your Name Company Name Company Tag Line or One Sentence Benefit Statement
I.e. We help ABC do XYZ.
Polite Focus for Your Company I.e. I am seeking to... (find beta users, gain more exposure,
connect with specific type of contact, find investors, etc.) Something Interesting About You
“Fewer is better and less is more.” - Anonymous
80/20 Your Contacts16
Copyright 2014 PolitePersistence, LLC Confidential
80/20 Your Contacts
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I Don’t Always Follow Up With My
Contacts…
…But When I Do I Know I’m Not
Wasting My Time.
80/20 Your Contacts cont.
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Your message Their
Action
80/20 Your Contacts cont.
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Racking the shotgun demands
attention
Rack the Shotgun Story
80/20 Your Contacts cont.
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The 80/20 PPS Funnel Example
Rackthe
Shotgun
Targeted List of Bloggers
Interested Bloggers
Rackthe
Shotgun
Bloggers Ready to Interview
Gauge Interest in Your Product
or Service
Gauge Interest in Conducting
Interview
Follow Up via The PolitePersistence System
Follow Up via The PolitePersistence System
80/20 Your Contacts cont.
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Inbound Contacts 80% of your Inbound Interaction is
Generated by 20% of your Message Need incoming traffic to prove 80/20 Some inbound sources include:
80/20 for Inbound Contacts
Foot Traffic
Radio Podcasts TV Google Adwords
Endorsed Email Blasts
Craigslist Direct Mail Letters
Facebook Ads
Twitter LinkedIn Banner Ads
YouTube Videos
Press Releases
Books eBay
Kindle Books
Guest Post
Appear as Expert
Trade Show
Infomercial
Free White Paper
Webinar Pinterest
80/20 Your Contacts cont.
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Outbound Contacts 80% of your Outbound Interaction is
Generated by 20% of your Outreach Need sources of contacts to prove 80/20 Some outbound sources include:
80/20 for Outbound Contacts
Google Alerts
Twitter KW Alerts
Google Searches
Meetups Seminars Conferences
Events LinkedIn
Facebook Twitter Pinterest Niche Sites
Trade Orgs
Press Releases
RSS Feed Local News
Bloggers Radio Podcasts Speaker Panels
Top X Lists
Directories
Google+ In-Person Research
80/20 Your Contacts cont.
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Your PolitePersistence System Goal Follow up ONLY with the individuals who
responded when you ‘racked the shotgun’
How Will You Rack The Shotgun?
80/20 Your Contacts cont.
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EXERCISE #2
1. Help your Client determine his or her 80/20 contact strategy for reaching his or her Polite Focus.
2. Help him or her by recommending: Three inbound sources of contacts, if applicable Three outbound sources of contacts, if
applicable
3. Write your answer on a separate sheet of paper – you will share this with the class.
“A wealth of information creates a poverty of attention.” – Herbert Simon
Surround Sound Channels
25
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Surround Sound Channels
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Enemy #1: Noise Attention Economy Get Things Done The Mere-Exposure Effect
All leads to Surround Box Out Approach
Surround Sound Channels cont.
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Enemy #1: Noise
Surround Sound Channels cont.
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The Attention Economy
UX UP30 to 40%
Clear Call-To-Action
Surround Sound Channels cont.
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Get Things Done (GTD)
Surround Sound Channels cont.
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Mere Exposure Effect
Surround Sound Channels cont.
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Mere Exposure Effect
Hmm… I’m starting to
like this guy.
Surround Sound Channels cont.
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Learn to Navigate
the Attention Economy
1
Make Sure to
Fit Within their GTD
Flow
2
Stay on Their
Radar for the Mere-
Exp. Effect
3
Box Out Other Noise
4
Takeaway:
Recipients want and need to see relevant information instantly
Takeaway:
Simplify your communication to ensure your task gets accomplished Takeaway:
Continue to message your target recipient until he or she becomes familiar enough with you that he or she responds Takeaway:
Know your competing with your recipient’s other tasks so make sure you don’t fall out of site – out of mind
Surround Sound Channels cont.
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The PPS Surround Sound Box Out Approach
Your MessageMarketing Noise
Marketing Noise
Target Recipie
nt
Google+ Phone
LinkedIn Twitter
Etc.
Surround Sound Channels cont.
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Four elements make up a Surround Sound Channel Medium Order Length Between Template
Surround Sound Channels cont.
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Core Communication Mediums
Niche Communication Mediums
Alternative Communication Mediums
Mediums
Email LinkedIn (InMessage,
Connect Request Message, Standard Message)
Facebook (Response to post, Direct Message, Company Message)
Twitter (@Reply, DM, @Mention)
Google+ Phone
Skype Hangout SMS Instant Message
Creative Pinterest, Etsy, etc.
Sports SportsFanLive, Baseball.net, etc.
Real Estate Zillow, Trulia, etc.
Physical Niche Aggregators
Meetup GroupSpaces,etc.
Etc.
Surround Sound Channels cont.
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1st Determine How Many Touch Points
3rd Determine Time Between Each Medium
2nd Determine the Order of Your Mediums
Order & Length Between
Do you want to have a total of three follow ups?
Do you want to follow up seven times?
Remember – The PolitePersistence System suggests 5 – 10 touch points.
Remember – Contacts may not check every communication medium you use.
Your communication medium order is not set in stone.
Remember - Experiment.
Do you want to wait three days between each touch point?
Do you want to send your tweet out the same day as your email?
Remember – the timed structure will help you develop a habit of following up.
Surround Sound Channels cont.
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Need a Reply?
Use a Polite Hi!
Surround Sound Channels cont.
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Personal SimpleDirect
Templates
Good – Cite how you came across him or her
Better – Cite how you came across him or her and drop a specific comment about something he or she wrote
Best – Cite a referral source & drop a specific comment about something he or she wrote
Remember – Attention First
Your goal = get a conversation started
To do so, ask a close ended question:
Are you interested? Do you want to discuss this
further?
When in doubt, try to keep templates short and sweet.
Example:- First Line: How you found their
information- Second Line: Why you’re
contacting him or her - Third Line: The name of your
company / product (hyperlinked to your homepage) and your one sentence, description of your company. Include qualifiers (i.e. social proof) if necessary.
- Fourth Line: Simple and direct ask
- Fifth Line: Your closing salutation Bonus: Services like ToutApp & Yesware allow you to track metrics of templates you use.
Surround Sound Channels cont.
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EXERCISE #3
1. Develop your Client’s Surround Sound Box Out Approach
2. Analyze their Polite Focus and pick as many relevant communication mediums as you see fit.
3. Now determine the Order & Length between for each of the communication mediums you chose.
4. Lastly, it’s time for you to write the templates your Client will use for each communication medium. Be sure to include placeholders for variables (i.e. [FIRST NAME], etc.)
1. It might make sense for different members of your Consulting team to write the templates for the different mediums.
5. Write your answer on a separate sheet of paper – you will share this with the class.
“If you don't know where you are going, you'll end up someplace else.” – Yogi Berra
Navigation Maps40
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Navigation Mapping
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Constellations Used for Navigation Science of Your Navigation Map Draw your Navigation Map using
Surround Sound Channels as map points
Navigation Mapping cont.
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Constellations Make Up Our Navigation Maps
Directions Story Telling
What does your constellation tell us about your goal?
Navigation Mapping cont.
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Science of Your Navigation Map
Clarification Motivation
Conviction
Celebration
“I want to connect with X number of people…”
“I am connecting with these people because…”
“I will do XYZ every day to stay the course…”
“I’m looking forward to achieving this goal…”
Navigation Mapping cont.
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Draw Your Navigation Map - 1 of 4
Yes, that’s a suppose to be a beer…
Step 1) Draw
Navigation Mapping cont.
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Draw Your Navigation Map - 2 of 4
1) Twitter
2) Email
3) LinkedIn
4) Facebook
5) Twitter
X Day(s)
Same Day
X Day
(s)
X Day(s)
Step 2) Plot
Navigation Mapping cont.
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Draw Your Navigation Map - 3 of 4
1) Twitter
2) Email
3) LinkedIn
4) Facebook
5) Twitter
X Day(s)
Same Day
X Day
(s)
X Day(s)
Step 3) Match to Spreadsheet
Navigation Mapping cont.
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Draw Your Navigation Map - 4 of 4
1) Twitter
2) Email
3) LinkedIn
4) Facebook
5) Twitter
X Day(s)
Same Day
X Day
(s)
X Day(s)
5/2
0 =
25%
Step 4) Review & Optimize
Navigation Mapping cont.
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Here are a few of my own…
Inbound Subscribers
Outbound Meet-Uppers
Outbound Bloggers
Navigation Mapping cont.
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EXERCISE #4
1. You will now develop your Client’s Navigation Maps
2. Create a Navigation Map related to your Client’s Polite Focus. (Be Creative)
3. Plot his or her Surround Sound Channels
4. Indicate the length of time between each Medium
5. Give the Navigation Map a Fill-In Feature to track progress
“Time is the most valuable asset you don’t own.” – Mark Cuban
Multiply Yourself50
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Multiply Yourself
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Why use a Virtual Assistant (VA)? Your VA Toolkit
Finding a VA Managing a VA
Multiply Yourself cont.
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Why Use a Virtual Assistant?
It’s simple numbers… As an entrepreneur, business owner, solopreneur or
business developer your time is easily $50+++ / hour
How many contacts do you need to break even?
If you use a VA (@ $5/hr) it costs you about $40
If YOU follow up it costs you at LEAST $400 + Opportunity Cost
If it takes you on a low end to follow up with 100 contacts five minutes each = 500 minutes = ~ 8 hours.
Multiply Yourself cont.
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Your VA Tool Kit: Finding a VA
VA Matchmakers Online Staffing Portals
Bonus:
Multiply Yourself cont.
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Your VA Tool Kit: Finding a VA cont.
Your project description should include a few things:1. Project Summary2. Project Deliverables (in bulleted list)3. Skill Requirements4. What Is Provided5. Schedule6. Next Steps7. Disqualifiers
Multiply Yourself cont.
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Your VA Tool Kit: Finding a VA cont.
Examples of Disqualifiers: “Complete this task...” “Include these original questions in your
response.” “I Am Real”
Multiply Yourself cont.
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Your VA Tool Kit: Managing a VA
Explain how to use your PolitePersistence System • Walkthrough the
spreadsheet
• The spreadsheet is the deliverable
• Communication channel templates are included
• Each tab is a new approach / niche
Multiply Yourself cont.
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Your VA Tool Kit: Managing a VA cont.
Explain there are two roles that your VA will play1) Finding Contacts 2) Receiving Contacts
Document Everything
Multiply Yourself cont.
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Your VA Tool Kit: Managing a VA cont.
Explain how you want to be alerted
Multiply Yourself cont.
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Your VA Tool Kit: Managing a VA cont.
Explain the purpose of your checkpoints & reviews
Have established goals Goal = Outreach to 200 Contacts w/ 10% conversion
Conduct checkpoints once a week Every Sunday night check results & tweak if necessary
Review at the end of month Determine if VA is meeting expectations
Multiply Yourself cont.
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EXERCISE #5
1. Write your Request for Proposal (RFP) for finding your Client’s VA.
2. Follow the provided outline but feel free to tweak as you feel necessary based upon your Client’s Polite Focus.
“Systems are the roads that actions take to arrive at achievement.” – John Genovese
What You Learned61
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What You Learned
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How To: Build a personalized and custom follow up system Empower a VA to ‘automagically’ put you in touch
with only the people who want to build a professional relationship with you
MOST IMPORTANTLY: You learned that every time you connect with
someone using The PolitePersistence System you are adding real time & money back to your life
Congratulations!
Close63
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Close
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2. Sign up for PolitePersistence Launch Updates PP is The PPS scaled down, simplified and automated for email Download & use for free @ www.PolitePersistence.com
3. Follow Me on Twitter @PolitePersist – to keep in touch
1. Join ‘Polite Persisters’ on Google+ Will post templates and content from workshop here This is a community for: sharing templates, asking
questions, connecting with other like-minded hustlers & improving your professional hustling game
Click here: Polite Persisters
THANK YOU!65
Copyright 2014 PolitePersistence, LLC Confidential
APPENDIX66
Copyright 2014 PolitePersistence, LLC Confidential
APPENDIX: References
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Everpix Shutdown: http://www.theverge.com/2013/11/5/5039216/everpix-life-and-
death-inside-the-worlds-best-photo-startup
Science Behind GTD: http://cogprints.org/6289/1/Heylighen-Vidal-GTD-Science.pdf
Science of Achieving Your Goals http://www.lifehack.org/articles/productivity/the-science-of-sett
ing-goals.html
http://www.happify.com/public/articles/the-science-of-achieving-your-goals/
Mere Exposure Effect http://
deepblue.lib.umich.edu/bitstream/handle/2027.42/23882/0000121.pdf
APPENDIX: 80/20 Rules
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The PolitePersistenceSystem 80/20 Hustling
Rules To Live By
Know How Much You Are Willing to Pay for a New Contact (Paid Search)
No Cold Calling. Ever.
Contacts Who Find You Are More Willing
Always Have Something in Common
Author, Speak and Publish When Possible
Always Narrow Lists
Seek to Solve Problems, Not Provide Information
Seek Introductions When Possible
Maintain Detailed Customer Database
Make It Easy to Reply
Inbound Contacts Outbound Contacts
Appendix: Surround Sound Channels
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AIDA
Rackthe
Shotgun
Rackthe
Shotgun
Rackthe
Shotgun