The PolitePersistence System Workshop 2.12.14

THE POLITE
PERSISTENCE
SYSTEM
February 12th, 2014
Presented by:
John Genovese

Accelerate Human Interaction in Business

Agenda
2
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

Copyright 2014 PolitePersistence, LLC Confidential

3

Welcome
Thanks for attending!


Welcome
4

• product
development
• content
development
• services
• strategy
• branding etc.

What is Hustling?
80%
Promotion
20%
Creation


• marketing
• telephonic &
electronic
communication
• direct customer
research
• networking
• paid search
• advertisements

Welcome cont.
5

Free to paid conversion
rate of 13%
(Evernote has 6%)

55,000 Total Signups
w/ 6,800 paid users

Raised $1.8M & Seed
Extension of $500K

4.5 Star Rating w/
1,000+ Reviews

Ex-Apple founders with 6 FTEs

Welcome cont.
6

Success

Hustling
Promotion
Relationships
Follow Up


Welcome cont.
7

“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.
8


9

Objectives


Objectives
10
1.

To share and verbalize your business’s growth goal (i.e. Your Polite Focus)

2.

To learn how to use The PolitePersistence System to achieve your Polite
Focus

3.

To provide you an opportunity to receive feedback from and give feedback
to your fellow Polite Persisters

4.

To meet and connect with fellow entrepreneurs, business owners and
solopreneurs for mutual benefit


11



12


13

cont.
EXERCISE #1
Using four corners of the room, break yourselves up into
your respective PICS Stage.
Anyone who wants can be a Client.

1.

2.

1.

Anyone else will be the PolitePersistence System
Consultants.

3.

1.
4.

5.

Clients will be able to apply The PolitePersistence System to their
business.

Consultants will link up with Clients and help them develop
their PolitePersistence System

The client should quickly fill out the Client Profile form.
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.

14

Introductions


Introductions
15


30 seconds each



Your Name



Company Name



Company Tag Line or One Sentence Benefit Statement




Polite Focus for Your Company




I.e. We help ABC do XYZ.
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


16

80/20 Your Contacts
“Fewer is better and less is more.”
- Anonymous


80/20 Your Contacts
17


80/20 Your Contacts cont.
18

Your
message

Their
Action


19

Rack the Shotgun Story

Racking the shotgun
demands attention


20

The 80/20 PPS Funnel Example
Targeted List of Bloggers
Gauge Interest
in Your Product
or Service

Rack
the
Shotgun

Follow Up via The
PolitePersistence System

Interested Bloggers

Follow Up via The

Rack
the
Shotgun

Bloggers Ready to Interview

Gauge Interest
in Conducting
Interview

21

80/20 for Inbound Contacts


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:
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


22

80/20 for Outbound Contacts


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:
Google
Alerts

Twitter KW
Alerts

Google
Searches

Meetups

Seminars

Conferenc
es

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


23



Your PolitePersistence System Goal
 Follow

up ONLY with the individuals who
responded when you ‘racked the shotgun’

How Will You Rack The Shotgun?


24

EXERCISE #2
Help your Client determine his or her 80/20
contact strategy for reaching his or her Polite
Focus.
Help him or her by recommending:

1.

2.



3.

Three inbound sources of contacts, if applicable
Three outbound sources of contacts, if applicable

Write your answer on a separate sheet of paper –
you will share this with the class.

25

“A wealth of information creates a poverty
of attention.” – Herbert Simon


26



Enemy #1: Noise
Attention Economy
Get Things Done
The Mere-Exposure Effect



All leads to  Surround Box Out Approach






Surround Sound Channels cont.
27

Enemy #1: Noise


28

The Attention Economy
UX UP
30 to 40%

Clear Call-To-Action

29

Get Things Done (GTD)


30

Mere Exposure Effect


31

Hmm… I’m
starting to like
this guy.


32
1

Learn to
Navigate
the
Attention
Economy

Takeaway:
Recipients want and
need to see relevant
information instantly

2

Make Sure
to Fit
Within their
GTD Flow
3

Takeaway:
Simplify your
communication to
ensure your task gets
accomplished

Stay on
Their Radar
for the
Mere-Exp.
Effect

Takeaway:

4

Continue to message
your target recipient
until he or she becomes
familiar enough with you
that he or she responds

Takeaway:

Box Out
Other
Noise

Know your competing
with your recipient’s
other tasks so make
sure you don’t fall out of
site – out of mind


33

The PPS Surround Sound Box Out Approach
Marketing
Noise

Marketing
Noise

Your Message
Email

Facebook

LinkedIn

Twitter

Google+

Target
Recipient

Phone

Etc.

34



Four elements make up a Surround Sound
Channel
 Medium
 Order
 Length

Between
 Template


35

Mediums
Alternative Communication
Mediums

Core Communication Mediums


Email



Skype



LinkedIn (InMessage,
Connect Request Message,
Standard Message)



SMS



Instant Message



Hangout



Niche Communication
Mediums



Facebook (Response to
post, Direct Message,
Company Message)



Google+





Twitter (@Reply, DM,
@Mention)





Phone






Creative
 Pinterest,
 Etsy, etc.
Sports
 SportsFanLive,
 Baseball.net, etc.
Real Estate
 Zillow,
 Trulia, etc.
Physical Niche
Aggregators
 Meetup
 GroupSpaces,etc.
Etc.

36

Order & Length Between
1st Determine How Many Touch
Points

2nd Determine the Order of
Your Mediums

3rd Determine Time Between
Each Medium

Do you want to have a total of
three follow ups?

Your communication medium
order is not set in stone.

Do you want to wait three days
between each touch point?

Do you want to follow up seven
times?

Remember - Experiment.

Do you want to send your tweet
out the same day as your
email?

Remember – The
suggests 5 – 10 touch
points.
Remember – Contacts may
not check every
communication medium you
use.

Remember – the timed
structure will help you
develop a habit of following
up.

37


38

Templates
Direct

Personal
Good – Cite how you came across
him or her

Remember – Attention First
Your goal = get a conversation
started

Simple
When in doubt, try to keep
templates short and sweet.

Example:
- First Line: How you found
their information
- Second Line: Why you’re
To do so, ask a close ended
contacting him or her
- Third Line: The name of your
question:
company / product

Are you interested?
(hyperlinked to your
Best – Cite a referral source & drop
homepage) and your one

Do you want to discuss this
a specific comment about
sentence, description of your
further?
something he or she wrote
company. Include qualifiers
(i.e. social proof) if necessary.
- Fourth Line: Simple and
direct ask
- Fifth Line: Your closing
Bonus: Services like ToutApp & Yesware allow you to track metrics salutation
of templates you use.
Better – Cite how you came across
him or her and drop a specific
comment about something he or
she wrote


39

EXERCISE #3
Develop your Client’s Surround Sound Box Out Approach
Analyze their Polite Focus and pick as many relevant
communication mediums as you see fit.
Now determine the Order & Length between for each of the
communication mediums you chose.
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.
2.

3.

4.

1.
5.

It might make sense for different members of your Consulting
team to write the templates for the different mediums.

Write your answer on a separate sheet of paper – you will
share this with the class.

40

Navigation Maps
“If you don't know where you are going,
you'll end up someplace else.” – Yogi Berra


Navigation Mapping
41





Constellations Used for Navigation
Science of Your Navigation Map
Draw your Navigation Map using Surround
Sound Channels as map points


Navigation Mapping cont.
42

Constellations Make Up Our Navigation
Maps

Directions

Story Telling

What does your constellation tell us about your goal?

43

Science of Your Navigation Map


Clarification

“I want to connect with X number of people…”



Motivation

“I am connecting with these people because…”



Conviction

“I will do XYZ every day to stay the course…”



Celebration

“I’m looking forward to achieving this goal…”


44

Draw Your Navigation Map - 1 of 4
Step 1) Draw

Yes, that’s a suppose to be a beer…


45

Step 2) Plot
1) Twitter

2) Email
Same Day

3) LinkedIn

5) Twitter

X Day(s)

4) Facebook


46

Step 3) Match to Spreadsheet
1) Twitter

2) Email
Same Day

3) LinkedIn

5) Twitter

X Day(s)

4) Facebook


47

Step 4) Review & Optimize
1) Twitter

2) Email

5/20 = 25%

Same Day

5) Twitter

3) LinkedIn

X Day(s)

4) Facebook


48

Here are a few of my own…

Inbound
Subscribers

Outbound
Meet-Uppers

Outbound
Bloggers

49

EXERCISE #4
1.

2.

3.
4.
5.

You will now develop your Client’s Navigation
Maps
Create a Navigation Map related to your Client’s
Polite Focus. (Be Creative)
Plot his or her Surround Sound Channels
Indicate the length of time between each Medium
Give the Navigation Map a Fill-In Feature to track
progress

50

Multiply Yourself
“Time is the most valuable asset you don’t
own.” – Mark Cuban


Multiply Yourself
51




Why use a Virtual Assistant (VA)?
Your VA Toolkit
 Finding

a VA
 Managing a VA


Multiply Yourself cont.
52

Why Use a Virtual Assistant?


It’s simple numbers…


As an entrepreneur, business owner, solopreneur or
business developer your time is easily $50+++ / hour



If it takes you on a low end to follow up with 100
contacts five minutes each = 500 minutes = ~ 8 hours.



If YOU follow up it costs you at LEAST $400 +
Opportunity Cost

If you use a VA (@ $5/hr) it costs you about $40
 How many contacts do you need to break even?



53

Your VA Tool Kit: Finding a VA
VA Matchmakers

Online Staffing Portals

Bonus:

54

Your VA Tool Kit: Finding a VA cont.


Your project description should include a few
things:
1.
2.
3.
4.
5.

6.
7.

Project Summary
Project Deliverables (in bulleted list)
Skill Requirements
What Is Provided
Schedule
Next Steps
Disqualifiers

55

Your VA Tool Kit: Finding a VA cont.


Examples of Disqualifiers:
 “Complete

this task...”
 “Include these original questions in your
response.”
 “I Am Real”


56

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

57

Your VA Tool Kit: Managing a VA cont.
Explain there are two roles that your VA will play
1) Finding Contacts

2) Receiving Contacts

Document Everything

58

Explain how you want to be alerted


59

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


60

EXERCISE #5
1.

2.

Write your Request for Proposal (RFP) for
finding your Client’s VA.
Follow the provided outline but feel free to
tweak as you feel necessary based upon
your Client’s Polite Focus.


61

What You Learned
“Systems are the roads that actions take to
arrive at achievement.” – John Genovese


What You Learned
62



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

63

Close
Congratulations!


Close
64

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






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

65

THANK YOU!


66

APPENDIX


APPENDIX: References
67



Everpix Shutdown:




Science Behind GTD:




http://www.theverge.com/2013/11/5/5039216/everpix-lifeand-death-inside-the-worlds-best-photo-startup
http://cogprints.org/6289/1/Heylighen-Vidal-GTDScience.pdf

Science of Achieving Your Goals



http://www.lifehack.org/articles/productivity/the-science-ofsetting-goals.html
http://www.happify.com/public/articles/the-science-ofachieving-your-goals/



http://deepblue.lib.umich.edu/bitstream/handle/2027.42/23
882/0000121.pdf

APPENDIX: 80/20 Rules
68

Inbound Contacts

Outbound Contacts

Know How Much You Are Willing to
Pay for a New Contact (Paid Search)

Always Have Something in
Common

Contacts Who Find You Are
More Willing

The PolitePersistence
System 80/20 Hustling
Rules To Live By

Author, Speak and Publish
When Possible

No Cold Calling. Ever.

Seek to Solve Problems, Not
Provide Information
Maintain Detailed Customer Database


Always Narrow Lists

Seek Introductions When
Possible
Make It Easy to Reply

Appendix: Surround Sound
Channels
69

AIDA

Rack
the
Shotgun

Rack
the
Shotgun

Rack
the
Shotgun

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