John and I discuss Chris Brogan and Julien Smith's book, The Impact Equation, and what aviation sales and marketing professionals can use from the book. “Anyone can write a blog post, but not everyone can get it liked thirty-five thousand times, and not everyone can get seventy-five thousand subscribers. But the reason we’ve done these things isn’t because we’re special. It’s because we tried and failed, the same way you learn to ride a bike. We tried again and again, and now we have an idea how to get from point A to point B faster because of it.”

1. Book Club Discussion-
The Impact Equa9on

2. This Month’s Selec9on
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• Are You Making
Things Happen
or Just
Making Noise?

3. The Impact Equa9on
• Ideas - Contrast
Page 55
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4. CREATE
• Contrast
• Reach
• Exposure
• Ar9cula9on
• Trust
• Echo
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5. Contrast
• How Are You Different?
• USP - Unique Selling Proposi9on
5Is your idea easy to throw & easy to catch?

6. The Impact Equa9on
• Ideas - Ar9cula9on
Page 96
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7. What Does This
Avia9on Company Do?
<<Name omiWed>> brings together the best professionals in the
industry to serve the interests of our clients. We are rela9onship-
focused, not just transac9on-focused and everything we do is driven
by one thing: extra-ordinary value. Our desire is to count you among
the dozens of highly sa9sfied clients who have worked with us over
the years. We want to earn your business and grow your trust. You
are in good hands with our group.
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8. Ar9cula9on - Four Ques9ons
Busy people don’t like it when you dance around the
subject and waste their 9me
• Why should I read or listen to you?
• Why should I believe what you have to say?
• Why should I do anything about what you’re offering?
• Why should I act now?
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9. The Impact Equa9on
• Plaforms - Reach
Page 141
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10. Giant Freakin’ Laser Beam
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11. Reaching Real People vs. Zombies
• Sales IS a numbers game,
but what are you coun9ng?
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12. Plaform
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The Value of a Plaform

13. Mone9ze The Plaform Wrong?
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What are You Selling?

14. The Impact Equa9on
• Plaforms - Exposure
Page 166
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15. Be the Television Show
Not the Adver9sement!
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CBS

16. The Impact Equa9on
• Network - Trust
Page 204
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17. Trust =
• C * R * I / S = Trust
• C = Credibility
• R = Reliability
• I = In9macy
• S = Self Interest
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18. The Impact Equa9on
• Network - Echo, Echo
Page 225
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19. Adele - Royal Albert Hall
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“It’s not about her. She makes it JUST about YOU.”

20. Next Month
20
• Beyond
Compe9ng

21. Go Sell More Stuff!
• America Needs the Business!
- Zig Ziglar
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